LAUSR

ABSTRACT This study evaluated menu labeling (ML) of a novel sodium warning symbol on consumer food selections and the moderating effect of the psychographic characteristic of time orientation on calorie and sodium ML. Randomized participants saw one of four menus varying only by type of ML for calories (numeric) and sodium (numeric or the novel sodium warning symbol required in certain New York City restaurants). Time orientation was operationalized with the Consideration of Future Consequences scale (CFCS) to identify participants with an orientation toward immediate or future consequences of their decisions. One-way ANCOVA models revealed that ML with numeric sodium and with the novel sodium warning symbol was ineffective in nudging consumers toward lower sodium meals. Two-way ANCOVA models revealed that time orientation was not a significant moderator of the relationship between ML type and calorie and sodium content of consumer food selections. However, analysis of the relationship between time orientation and calorie and sodium content showed that consumers with a high compared to low orientation to future decisional consequences ordered meals lower in calories and sodium without the aid of ML. This study revealed that policies requiring sodium ML might not have the desired outcome of consumers selecting restaurant foods lower in sodium. This finding has implications for restaurant industry advocacy of nutrition-related legislation. Additionally, differences in calorie and sodium content of meals based on consumers’ time orientation showed that this might be a way to differentiate consumers and has implications for restaurant marketing based on psychographic characteristics.