Abstract
Nutrition labels on food packages are designed to assist consumers in making healthy decisions. Based on the model of a dual-process system, the current study examined how people might be affected by nutrition labels and consuming contexts when making choices about healthy foods. Using four types of nutrition labels (i.e., the NuVal label, 5-Color nutrition label, traffic light label, and daily value label), participants were instructed to choose the healthier foods with or without time constraints in two experiments. In Experiment 1, participants were presented with pairs of foods accompanied by the same type of nutrition labels to measure the efficiency of their health evaluation. In Experiment 2, two types of labels with inconsistent nutritional information were presented to participants simultaneously to measure their preference regarding the nutrition labels. Findings of the current study support the notion that the traffic light label is advantageous in terms of both the efficiency of, and preferences regarding, nutrition judgment, especially with time constraints. When there was only one type of nutrition label, participants made decisions fastest and most accurately when observing the NuVal label, regardless of time constraints. Overall, the reliable interactions between the time constraints and patterns of nutrition labels have theoretical implications for the appeal-based heuristics and rational-based processing when making health-related food decisions.