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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

Decision Making; Food; Policy Making; Preferences; Health; Information; Labels; Consumer Behavior; 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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More from the Authors
  • Joy and Rigor in Behavioral Science By: Hanne K. Collins, Ashley V. Whillans and Leslie K. John
  • Consumer Disclosure By: Tami Kim, Kate Barasz and Leslie John
  • Lifting the Veil: The Benefits of Cost Transparency By: Bhavya Mohan, Ryan W. Buell and Leslie K. John
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