Consumers’ Judgment Error on Food Healthfulness and Effects of Food Label Helpfulness: A Four-Country Investigation

Research has still not looked in detail into the type, the magnitude, and the distribution, of consumer judgment error, even though the literature has reported persistently occurring biases. This work extends current knowledge by clarifying the nature and pattern of persistent error. Next, this work adds by developing and testing a system helpfulness’ based framework. Last, this work adds by assessing the importance of relevant elements to identify the best base for intervention and via simulation, delineates the extent of potential error reduction. Importantly, this work does so across four countries with distinct food cultures.