Conveying level of science: Tests of iconic and comparative formats

Abstract

Supplement and food manufacturers are permitted to make certain health claims from emerging science on package labels, provided that a qualifier which indicates the strength of science supporting the claim is used. The Food and Drug Administration has proposed four levels of strength of science; however, the research to date has demonstrated that consumers cannot distinguish between these four levels. The current study tests whether iconic and comparative representations are effective at conveying strength of science. We find that both displays are effective and that consumers' perceptions of level of science are significantly influenced by industry trust and processing involvement.