Understanding and Facilitating the Use of Nutritional Labels By Low-Literate Consumers

This research examines how low-literate consumers use nutritional labels on packages as well as ways in which such usage can be facilitated. Using research on nutritional labeling and on low-literate consumers as bases, we designed an experiment to test specific hypotheses about the effects of graphical versus non-graphical formats on usage of nutrition information by consumers with different levels of literacy. Implications of our findings for future research as well as for public policy are discussed.


Madhubalan Viswanathan, Manoj Hastak, and Roland Gau (2009) ,"Understanding and Facilitating the Use of Nutritional Labels By Low-Literate Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 200-201.


Madhubalan Viswanathan, University of Illinois, USA
Manoj Hastak, American University, USA
Roland Gau, University of Illinois, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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