Not the Thought That Counts
Study shows motivation isn't enough when it comes to trans fat
Even if you're the type of health-conscious shopper who scans nutrition labels before buying, a new study conducted by marketing researchers at the University of Arkansas, Fayetteville, indicates you may not realize the amount of trans fat in your food.
"Nutritionally motivated consumers lacking appropriate prior knowledge make inappropriate product judgments," says Betsy Howlett, professor of marketing at the university. "This is a troubling, unintended consequence of the current trans fat disclosure on the 'nutrition facts' panel."
Although the FDA mandated trans fat content labels be added to nutrition labels in 2006, it is not required that the percentage of recommended daily value of trans fat be listed. This is where researchers say education is necessary. Trans fat, a nutrition-less nutrient found in many baked goods and fried foods, is recommended in relatively small amounts. So while four grams of trans fat may seem minor to the unaware consumer, four grams is approximately 70 percent of the total daily consumption for the average U.S. consumer.
"For a majority of consumers, basic information disclosure about this lesser-known nutrient has a relatively minor impact on product perceptions and evaluations, unless there is additional information available to help them better understand trans fat levels," says Scot Burton, professor at the University of Arkansas.
Researchers say product claims such as "low in trans fat" or "zero trans fat" can help shoppers make decisions in the grocery aisle.
"For motivated consumers, these claims can directly offer interpretable information that the product is low in trans fat, which influences intentions," Howlett says.
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