See the Seal? Understanding Restrained Eaters' Responses to Nutritional Messages on Food Packaging.

Food packaging in general and packaging incorporating health messages in particular have been active areas of inquiry, receiving attention from policymakers and food manufacturers alike. This study explores the effects of package seals and claims on perceived product healthfulness as a function of dietary restraint status. A laboratory experiment using realistic three-dimensional packaging shows that for restrained eaters (i.e., those who try to restrict their food intake), nutrition claims on "healthy" products and nutrition seals on "unhealthy" products are effective at enhancing perceptions of product healthfulness. Unrestrained eaters, in contrast, are largely unaffected by nutrition seals and claims. These results provide insights into restrained eaters' purchase motivations, as well as guidance for policymakers seeking to regulate the use of seals and claims.