The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy

The purpose of this first chapter of the handbook is to discuss how the findings and approaches offered by the marketing discipline are used in consumer protection policy

Editor\u27s Statement

It has been almost nine years since I concluded my term as the fifth editor of Journal of Public Policy & Marketing (JPP&M). As indicated in my outgoing “Editor’s Statement” (2001), I consider it a tremendous honor to have served as editor for a journal that has evolved into one of the leading outlets for scholarly work in the marketing field. However, as most former editors will acknowledge, it can be best described as an ever-changing journey, with peaks and valleys in the evolution process. Therefore, the purpose of this article is to reflect on my tenure and background, my objectives for the journal, initiatives that were tried (including what worked and what didn’t), special issues and sections, and award-winning articles and reviewers. I conclude with a closing set of thoughts and reflections for future JPP&M editors, authors, reviewers, and readers

Warnings and Disclosures

This chapter reviews nearly six decades of research on warnings and disclosures, including common misperceptions and their importance to public health policy, and offers an answer to the key question, “Do warnings and disclosures really work?” Supporting theory and research applications are discussed

Broadening \u3cem\u3eJournal of Public Policy & Marketing\u3c/em\u3e’s Outreach: My Tour of Duty” as Editor

The article offers the insights of Journal of Public Policy & Marketing\u27s former editor on his tenure, objectives, and initiatives. He states that on editor tenure, he observed that a crucial time in a journal\u27s life is the handoff or transition between retiring and incoming editors. He says that the aim in his term was to provide information regarding public policy issues\u27s impact on marketing behaviors. He adds that he promoted ethnography topics during his tenure

Incoming Editor’s Statement

In this editor\u27s statement, I will share JPP&M\u27s editorial philosophy and mission with our readers, as well as important information regarding our Web site, new JPP&M activities, section editors, and special issues and conferences. The following JPP&M editorial philosophy and mission should be of interest to readers and all prospective contributors

Is Simpler Always Better? Consumer Evaluations of Front-of-Package Nutrition Symbols

Consumers of packaged goods products in the United States recently have faced an onslaught of front-of-package (FOP) nutrition symbols and icons, including the controversial “Smart Choices” single summary indicator. In a between-subjects experiment with 520 adult consumers, the authors compare effects of the Smart Choices (SC) icon, the more complex Traffic Light–Guideline Daily Amounts (TLGDAs) icon, and a no-FOP icon control for a nutritionally moderate food that qualifies for the SC icon. Drawing from principles of heuristic processing and halo effects, the authors predict and find that the SC icon can lead to positive (and potentially misleading) nutrient evaluations and product healthfulness when compared with the TL-GDA icon or no-FOP icon control. When the Nutrition Facts Panel is not available, the TL-GDA icon results in substantially greater nutrition accuracy scores than with the SC icon or control. The authors also find that nutrition consciousness is more likely to moderate effects related to the Nutrition Facts Panel than the FOP nutrition icon information. Implications are offered for public health officials, nutrition researchers, and food manufacturers, as the Food and Drug Administration considers FOP nutrition alternatives for use in the United States

Advertising Research Issues from FTC Versus Stouffer Foods Corporation

Extrinsic evidence is frequently offered in Federal Trade Commission advertising deception cases, most often in the form of advertising research, such as copy tests. Although generally accepted principles exist for copy test evidence presented before the Commission, how these principles are operationalized can provide fertile ground for challenges. Thus, the authors review six copy testing and ad interpretation issues from the recent Stouffer Foods case. The authors discuss difficult tradeoffs inherent in relative versus absolute claims, multiple claims, control ad groups, control questions, and disclosure information. The careful consideration of such trade-offs in advertising research decisions will help in the preparation of extrinsic evidence before the Commission

The Nutrition Elite: Do Only the Highest Levels of Caloric Knowledge, Obesity Knowledge, and Motivation Matter in Processing Nutrition Ad Claims and Disclosures?

This study examines the role of the highest levels of caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information in the processing of relative nutrient content claims in advertisements, such as “half the calories” or “half the fat,” for products relatively high in total calorie levels. After controlling for the impact of demographics, dietary habits, body mass index, relative ad claims and disclosures, perceived weight gain risk, and other variables, the authors find curvilinear (quadratic) effects for caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information on intent to buy an advertised, high-calorie snack bar. This suggests a strengthening of the negative relationship for intent for consumers at the highest levels of caloric knowledge, obesity consequences knowledge, and motivation (i.e., the “nutrition elite”). The authors offer public policy implications, including whether achieving such exceedingly high levels of nutrition knowledge and motivation is realistic for the general public in light of other policy alternatives, such as market-based solutions (e.g., reducing serving sizes, standardized front-of-package icons)