Year: 2018
Type: dissertation
Abstract: Nutrition shelf tag systems, an innovation in shopper marketing, are implemented (or are in the process of being implemented) in many retail grocery stores to help guide shoppers toward healthier consumption. Research on the effectiveness of nutrition shelf tags is scarce and produces mixed results. This dissertation investigates their effectiveness reflected by the change in UPC sales after their introduction to the store and comparing the impact of using different types of nutrition labels. In addition, the moderating effect of information load on the effectiveness of nutrition shelf tags is investigated both on the tag level (i.e. number of nutrition labels in the tag of an individual UPC) and the category level (i.e. distribution density of tags within a UPC category). Using scanner data from a large retail grocery chain shows that apposite to what is hypothesized, there was a negative impact on the labeled UPC’s sales after the introduction of nutrition shelf tags and no significant difference in the effect of different types of labels. Furthermore, the number of labels per tag and tag distribution density did not moderate the effects of introducing the nutrition shelf tags. Implications of these counter-intuitive results are shared, and the limitations of this dissertation are highlighted along with directives for future research.
Author: Asma Alfadhel
Language: English
Field: Medicine
Domain: Health Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W3217231256