Adding good or removing bad: Consumer response to nutrition claims
通过元分析和七项实验，研究发现强调添加健康成分的营养声明比强调去除不健康成分的声明更能激发消费者的购买意愿，原因是前者让消费者感知到更高的价值。
Consumers often encounter nutrition claims on food packaging that emphasize either the addition of healthy nutrients (e.g., “with added vitamins”) or the removal of unhealthy ones (e.g., “now with less sugar”). But do these claims influence consumers differently, and if so, why? Across a meta-analysis and seven controlled experiments, we show that addition-focused claims consistently lead to stronger behavioral intentions than removal-focused claims. The studies show that this effect is driven in part by the higher perceived value of products with added (vs. removed) nutrients. These findings suggest that marketers and policy makers can more effectively promote healthier foods through addition claims. In addition, our studies show how marketers can mitigate the lower effectiveness of removal claims by following a communication strategy that explicitly highlights the value added.