La Percezione del Contenuto di Grassi nei Cibi: Differenze nelle Informazioni Verbali o Visive

The purpose of this study is to analyze how the consumers’ perception of the percentage of fat in food may be influenced by the nutritional information on the label in front of the package (Facts up front) or the image of the content (Image of content) with the weight of the product on the nutritional label. In the study, a 2x2 between subject design has been used to distinguish the relation between presence/absence of two typologies of indication of fats and the intentions of buying two hamburgers: one with the low content of lipids (17g) and one with a high content of lipids (44g). Results show the presence of Facts up front increase the intentions of buying both low and high lipid product; the presence of the Image of content decreases significatly the intention of buying the hamburger with high lipid content but not the one with the low lipid content, acting selectively on food with high content of fat; the presence of both nutritional information reduces the effect of the Image of content, changes slightly the intention of the purchase of both products.