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The purpose of this study is: to examine how the nutrient ad disclosures (i.e. absolute and evaluative disclosure) of fast food menu items influence consumers' evaluation behaviors of those foods; to investigate how consumers' subjective nutrition knowledge and BMI influence their evaluation behaviors of fast food meals with nutrient ad disclosures.

Two 2×2 experiment designs were used to investigate the influences of nutrient ad disclosures, subjective nutrition knowledge, and BMI on consumers' evaluation behavior.

The findings indicate that: the evaluative disclosure led to significantly less favorable consumer evaluations of selected fast food menu items than did the absolute disclosure; consumers who had high subjective nutrition knowledge and who were low BMI (i.e. people who have normal BMI) conducted significantly more critical evaluations of focal fast food meals with nutrient ad disclosures than did their counterparts.

Those findings imply that policy makers should develop a new format of nutrition information on fast food meals based on the evaluative disclosure in order to help consumers choose healthful foods.

Even though the effectiveness of the new menu-labeling regulation of the fast food industry is still controversial, only a few studies have been conducted to find a more effective nutrition information format than the current format. Thus, this study provides valuable implications to policy makers in terms of developing a more effective nutrition information format.