Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Friday, March 15, 2013

Food packages!

There are a lot of food packages claiming the benefits for health, and I am always persuaded by the food packages which simply say “low fat”, “low calories”, "skinny" or "diet". 

According to Wansink, Sonka and Hasler (2004), shorter front label health claims of food packages are more persuasive than longer claims. 118 shoppers in a grocery store were asked to evaluate a commercially available soya burger. The package of the soya burger had either short or long health benefit claim. The shoppers were asked about their thought, feeling and evaluation of the package of the soya burger, and they were also asked to judge the health related statements about the product by using 9 point scale (strongly agree-strongly-disagree). The result indicated that the shorter front label health claim was judged as more favourable and positive. In addition, the shorter health claim caused more attribute specific thoughts and fewer general evaluation thoughts.

There are many front label short health claims on food packages in real life, and they are surprisingly persuasive!

Wansink, B., Sonka, S. T., & Hasler, C. M. (2004). Front-label health claims: when less is more. Food Policy, 29(6), 659-667.

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