Understanding and facililating the usage of nutrional labels by low-literate consumers

Madhubalan Viswanathan, Manoj Hastak, Roland Gau

Research output: Contribution to journalArticlepeer-review


This research examines how low-literate consumers use nutritional labels on packages and the ways such usage can be facilitated. Using research on nutritional labeling and on low-literate consumers as bases, the authors design an experiment to test specific hypotheses about the effects of graphic versus nongraphic formats on usage of nutrition information by consumers with different levels of literacy. The authors discuss implications of the findings for further research and for public policy.

Original languageEnglish (US)
Pages (from-to)135-145
Number of pages11
JournalJournal of Public Policy and Marketing
Issue number2
StatePublished - 2009


  • Information format
  • Low-literate consumer behavior
  • Nutritional labels
  • Product evaluation
  • Summary information

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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