Madhubalan Viswanathan, Manoj Hastak, Roland Gau, (2009). Understanding and Facilitating the Usage of Nutritional Labels by Low-Literate Consumers. Journal of Public Policy & Marketing: Vol. 28, No. 2, pp. 135-145.
doi: 10.1509/jppm.28.2.135

Understanding and Facilitating the Usage of Nutritional Labels by Low-Literate Consumers

Madhubalan Viswanathan, 1

1Professor of Business Administration, Department of Business Administration, University of Illinois at Urbana–Champaign.


Manoj Hastak, 2

2Associate Professor of Marketing, Kogod School of Business, American University.


Roland Gau3

3Doctoral student in Marketing, Department of Business Administration, University of Illinois at Urbana–Champaign.




Abstract

This research examines how low-literate consumers use nutritional labels on packages and the ways such usage can be facilitated. Using research on nutritional labeling and on low-literate consumers as bases, the authors design an experiment to test specific hypotheses about the effects of graphic versus nongraphic formats on usage of nutrition information by consumers with different levels of literacy. The authors discuss implications of the findings for further research and for public policy.

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