LAUSR

ABSTRACT With the majority of snacking behavior directed toward self-reward, there is a growing area of interest in the use of motivational messaging in front-of-pack (FoP) labeling. It is assumed this form of persuasive labeling may be more effective for unhealthy food items, as such messaging may reduce feelings of guilt that is typically accompanied with unhealthy food consumption. Thus, this study examined the proposed effect using a between-subjects experimental design that manipulated message type and nutritional FoP information. Based on responses from 313 participants, results suggest that nutritional FoP information moderates the effect of motivational messaging for unhealthy foods. Specifically, positive effects of motivational messaging are marginalized by the mere presence of nutritional FoP information. From a policy perspective, mandatory nutritional FoP labeling may be utilized as an effective deterrent that counteracts motivational messaging used by firms to encourage consumption of unhealthy foods. Limitations and directions for future research are provided.