Examines the importance of labelling in relation to the content and presentation of food claims and chemical additives in branded processed food products. Seeks to establish how food manufacturers might improve their labelling strategies in order to gain a competitive edge in the market. Suggests two strategies: giving prominence to executions (such as source effects) or, alternatively, to the appeal or quality of information provided. Their relative importance is contingent on how information is received and processed by the consumer. Looks at factors influencing this, and suggests that manufacturers should ensure labelling is clear to enable consumers to make better‐informed decisions on product quality.
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