How Do Front and Back Package Labels Influence Beliefs About Health Claims‪?‬

One dilemma with health claims is that too much information can confuse consumers and too little information can mislead them. A controlled study is used to examine the effectiveness of various front-sided health claims when used in combination with a full health claim on the back of a package. The results indicate that combining short health claims on the front of a package with fun health claims on the back of the package leads consumers to more fully process and believe the claim. The basic finding that using two sides of a package (short claim on front; long on back) increases the believability of health claims is relevant for policymakers, consumers, and researchers. **********