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The Potential Use of Visual Packaging Elements as Nudges

Title data

Purnhagen, Kai ; van Herpen, Erica ; van Kleef, Ellen:
The Potential Use of Visual Packaging Elements as Nudges.
In: Mathis, Klaus ; Avishalom, Tor (ed.): Nudging : Possibilities, Limitations and Applications in European Law and Economics. - Cham : Springer , 2016 . - pp. 197-216
ISBN 978-3-319-29560-2

Abstract in another language

Regulators legislate businesses’ use of claims on product packaging by mostly focusing on textual claims and the extent to which they could potentially mislead consumers. Interpreting textual claims generally requires consumers to engage in extensive and deliberate processing (so-called type 2 processing in dual processing models in social psychology). In real life competitive choice settings, however, businesses preferably make use of colours and other visual elements to successfully attract consumers. In case this approach supports consumers in making healthier food decisions, it can be seen as a form of nudging, as this approach largely appeals to consumers’ reactive, intuitive modes of decision making (i.e., system 1 processing). Nevertheless, visuals may mislead consumers to a larger extent than textual claims in that they overpromise health benefits of consuming the product. In order to effectively regulate health claims in the EU, we claim that regulation has to devote attention to the regulation of pictorial claims. We will first illustrate such a mechanism and its potential for effective nudging on the example of health and nutrition claims in the EU. We will then investigate on the example of the differences between textual and pictorial claims whether the EU health claims regulation is effective in making sure that sales techniques of food companies are being regulated as effective nudging instead of misleading marketing tactics.

Further data

Item Type: Article in a book
Refereed: Yes
Institutions of the University: Faculties > Faculty of Life Sciences: Food, Nutrition and Health
Faculties > Faculty of Life Sciences: Food, Nutrition and Health > Chair Food Law
Faculties > Faculty of Life Sciences: Food, Nutrition and Health > Chair Food Law > Chair Food Law - Univ.-Prof. Dr. Kai Purnhagen
Profile Fields > Emerging Fields > Innovation and Consumer Protection
Profile Fields > Emerging Fields > Food and Health Sciences
Research Institutions > Research Units > Research Centre for Consumer Law (FFV)
Research Institutions > Research Units > Forschungsstelle für Deutsches und Europäisches Lebensmittelrecht
Profile Fields
Profile Fields > Emerging Fields
Research Institutions
Research Institutions > Research Units
Result of work at the UBT: No
DDC Subjects: 300 Social sciences
300 Social sciences > 300 Social sciences, sociology and anthropology
300 Social sciences > 330 Economics
300 Social sciences > 340 Law
Date Deposited: 22 Jun 2020 11:36
Last Modified: 22 Jun 2020 11:36