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  • August 2018
  • Article
  • Psychological Science

The Effect of Graphic Warnings on Sugary-Drink Purchasing

By: Grant Donnelly, Laura Y. Zatz, Daniel Svirsky and Leslie John
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Abstract

Governments have proposed text warning labels to decrease consumption of sugary drinks – a contributor to chronic diseases like diabetes. However, they may be less effective than more evocative, graphic warning labels. We field-tested the effectiveness of graphic warning labels (vs. text warning labels, calorie labels, and no labels), provided insight into psychological mechanisms driving effectiveness, and assessed consumer sentiment. Study 1 indicated that graphic warning labels reduced the share of sugary drinks purchased in a cafeteria, from 21.4% at baseline to 18.2%—an effect driven by substitution of water for sugary drinks. Study 2 showed that graphic warning labels work by heightening negative affect and prompting consideration of health consequences. Study 3 indicated that public support for graphic warning labels can be increased by conveying effectiveness information. These findings could spur more effective labeling policies that: facilitate healthier choices, do not decrease overall beverage purchases, and are publicly accepted.

Keywords

Policy Making; Preferences; Food; Health; Policy; Information; Labels; Consumer Behavior; Decision Making; Performance Effectiveness

Citation

Donnelly, Grant, Laura Y. Zatz, Daniel Svirsky, and Leslie John. "The Effect of Graphic Warnings on Sugary-Drink Purchasing." Psychological Science 29, no. 8 (August 2018): 1321–1333.
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About The Author

Leslie K. John

Negotiation, Organizations & Markets
→More Publications

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    • 2023
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More from the Authors
  • A Randomized Trial of Behavioral Nudges Delivered through Text Messages to Increase Influenza Vaccination among Patients with an Upcoming Primary Care Visit By: Mitesh S. Patel, Katherine L. Milkman, Linnea Gandhi, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, Michelle N. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Seung Hyeong Lee, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
  • Calculators for Women: When Identity-Based Appeals Backfire By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
  • Fostering Perceptions of Authenticity via Sensitive Self-Disclosure By: Li Jiang, Leslie K. John, Reihane Boghrati and Maryam Kouchaki
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