Framing matters: How communication strategies enhance the effectiveness of high-in labels

Communication campaigns have the potential to enhance the effectiveness of nutritional warnings by encouraging consumers to take this information into account during the decision-making process. This study aimed to assess how three types of messages (gain-framed, loss-framed, and neutral) influence the relative importance of high-in labels on food choices, compared to other packaging elements. A total of 1043 Brazilian adults were recruited by a marketing agency. A randomized controlled trial was conducted, in which participants were randomly allocated to one of four experimental groups: control (n = 259), gain-framed message (n = 271), loss-framed message (n = 263), and neutral message (n = 250). They completed a choice-conjoint task involving packages of two product categories: ice cream and cream cheese. The packages were designed considering three factors: high-in label (present vs. absent), sensory claim (present vs. absent), and brand (familiar vs. unfamiliar). Participants were shown eight pairs of packages for each product categories and were asked to indicate which product they would purchase, with the option to select "None" available. Data were analyzed using mixed logit models. Exposure to the messages increased the relative importance of high-in labels, particularly in the gain-framed condition, while reducing the influence of brand and sensory claims. However, brand and sensory claims were the most relevant factors influencing participants' choices across all experimental conditions. These results suggest that message framing can amplify the impact of high-in labels, especially when positively framed, and underscores the need for complementary policies to strengthen the effectiveness and reach of high-in labels.