Influence of Food Label Quantifier Terms on Connoted Amount and Purchase Intention

Abstract

This research examined the influence of food label quantifier terms (e.g., Low, Reduced, and Free) on people's interpretation of implied quantity. Experiment 1 assessed people's perceptions (connotation) of eight terms to determine whether the terms convey distinct quantities. Results showed significant differences among the lowest quantity-connoting terms. Experiment 2 investigated the influence of three specific quantifier terms placed in the context of nutrient claims on product labels and measured their effect on purchase intentions before and after dietary health concerns were made explicit. Results showed that the quantifier terms influenced people's purchase intentions when health and diet concerns were made salient, but not when general purchase preferences were requested. Implications for consumer comprehension and interpretation of food label are discussed, and suggestions for future research are offered.