The impact of traffic light color-coding on food health perceptions and choice.

Government regulators and consumer packaged goods companies around the world struggle with methods to help consumers make better nutritional decisions. In this research we find that, depending on the consumer, a traffic light color-coding (TLC) approach to product labeling can have a substantial impact on perceptions of foods' health quality and food choice. Across 3 lab experiments and a field experiment, we find that TLC labels provide...