At no point in U.S. history have food product packages displayed so many symbols and statements regarding nutrition and health benefits (Nestle 2010). However, despite this explosion of front-of-package (FOP) health communications, obesity and health-related problems of U.S. consumers continue to be a critical concern. Therefore, it is important for marketers, retailers, manufacturers, and public policy makers to develop a more complete understanding of consumers' processing and utilization of health information on food packages, as well as how this information affects product evaluations and choices.;Therefore, this dissertation utilizes a processing fluency theoretical framework (e.g., Zajonc 1968; Jacoby and Dallas 1981; Novemsky et al. 2007) to attempt to increase our understanding of how FOP icons that vary in nature (i.e., subjective interpretive icons, objective quantitative icons, single nutrient content claims) affect consumers' perceptions, intentions, and choices when presented both independently and simultaneously on food packages. Study 1 examines reductive and interpretive icons on a single product (pizza), while Study 2 demonstrates how additional FOP nutrition information (i.e., a single nutrient content claim) affects the conceptual fluency of health information, perceived product healthfulness, and purchase intentions. Studies 3 and 4 provide a stronger market-based examination of how consumers process FOP health information across multiple brands and product categories in a retail setting. These controlled retail laboratory studies overcome important limitations noted in earlier nutrition labeling studies, such as data collection and evaluations in non-store environments (e.g., Keller et al. 2007; Li, Miniard, and Barone 2000), while demonstrating how different types of FOP icons vary in their effectiveness in positively affecting consumers' choices of healthy products from consideration sets across multiple food categories.
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机译：在美国历史上，食品包装上从来没有显示出太多关于营养和健康益处的符号和说明（Nestle，2010年）。然而，尽管包装前（FOP）健康通讯激增，美国消费者的肥胖和与健康相关的问题仍然是一个严重的问题。因此，对于营销人员，零售商，制造商和公共政策制定者来说，重要的是要对消费者在食品包装上的健康信息的加工和利用以及这些信息如何影响产品评估和选择产生更全面的了解。本文利用加工流利性理论框架（例如Zajonc 1968； Jacoby and Dallas 1981； Novemsky et al。2007）来尝试加深我们对自然界中FOP图标（即主观解释图标，客观定量图标，当单独或同时在食品包装上展示时，会影响消费者的感知，意图和选择。研究1检验了单个产品（比萨饼）上的还原性和解释性图标，而研究2则显示了附加的FOP营养信息（即单一营养成分声明）如何影响健康信息的概念流畅性，感知的产品健康度和购买意图。研究3和4对消费者如何在零售环境中处理多个品牌和产品类别中的FOP健康信息提供了更强有力的基于市场的检验。这些受控的零售实验室研究克服了早期营养标签研究中指出的重要局限性，例如非商店环境中的数据收集和评估（例如，Keller等人2007； Li，Miniard和Barone 2000），同时展示了不同类型的FOP图标在有效影响消费者从多种食品类别的考虑因素中选择健康产品的选择方面，其效果各不相同。
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