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The Facilitating Influence of Consumer Knowledge on the Effectiveness of Daily Value Reference Information

Mercyhurst College

Paul W. Miniard

Florida International University

Michael J. Barone

Iowa State University

As a means of enhancing consumer understanding of nutritional information, the Nutrition Labeling and Education Act (NLEA) of 1990 requires the provision of percentage daily values (%DVs) on food labels. Findings from existing research, however, vary in their support for the assumption that including%DVs will assist consumers in their efforts to comprehend nutritional information. To shed further light on this issue, the present study examines the moderating role of consumer knowledge about how to use%DVs in evaluating a product’s healthiness. The results indicate that the usefulness of providing%DVs on a nutritional label depends strongly on this form of knowledge. Implications for public policy and directions for future research efforts are presented.

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