GIDA ETİKETLERİNDE YER ALAN BİLGİLERİN SAĞLIKLI ALGILANMA (HEALTH HALO) ETKİSİ

Year 2020, , 590 - 599, 15.06.2020

Atilla Bektas , Meltem Ulusoy , Vuslat Bektaş

https://doi.org/10.15237/gida.GD20045

Cited By: 3

Abstract

Sosyal psikolojide ilk etki olarak bilinen halo etkisi/ hatası bir nesne veya kişi ilk görüldüğünde edinilen anlık izlenim olup, kararların temelini oluşturur. Günümüzde birçok gıda şirketi, ürün etiketlerinde yer alan FOP (front on package) bilgisini kullanarak bir çeşit sağlıklı algılanma etkisi yaratmayı satış stratejisi olarak kullanmaktadır. Örneğin gıda etiketleri üzerinde yer alan, düşük yağlı, tuzsuz, düşük kalorili, glutensiz, yüksek proteinli, yüksek lifli, GDO’suz, gibi gıdanın içerik bilgilerinin yanında; ürünün üretim sürecindeki tercihleri ifade eden organik, doğal, katkısız, "süper gıda" ya da "fair trade" gibi etik ifadeler kullanılmaktadır. Sağlıklı algılanma etkisi ile tüketici tercihleri manipüle edilmektedir. Çölyak hastalığı, fenilketonürü hastalığı gibi özel hastalıklar için hazırlanan ürünler ve laktozsuz, tuzsuz vb durumlar hariç; sağlıklı algılanma etkisi yaratan zihinsel kısa yolları devre dışı bırakmak için "düz paketleme" önerilmektedir.

Keywords

Sağlıklı algılanma etkisi, ilk etki, gıda etiket bilgileri

HEALTH HALO EFFECT OF FOOD LABELS

Abstract

Nowadays, many food companies are creating some kind of health halo effect with the FOP (front on package) information on their product packaging. The halo effect/mistake, known as the first effect in social psychology, is the instant impression you get when you first see an object or person, and it is the basis of how we evaluate and assess that person or object. For example, in addition to ingredients information that appears on the FOP such as low-fat, no-salt, low-calorie, gluten-free, high-protein, high-fiber, GMO-free information is also provided about the production process used to produce the product, such as organic, natural, unadulterated, “super food”, “fair trade”. Unfortunately, consumer preferences are being manipulated through health halo effect. With the exception of foods that are sold for special diseases such as celiac, or phenylketonuria diseases, or for lactose-free, salt-free, etc products "plain packaging" would be recommended to disable mental short cuts that create health halo effect.

Keywords

Health halo effect, halo effect, food label information

References

• Anonim, (2006). Türk Gıda Kodeksi Gıda Maddelerinin Genel Etiketleme Ve Beslenme Yönünden Etiketleme Kuralları Tebliğinde Değişiklik Yapılması Hakkında Tebliğ. Tebliğ No (2006/34). Sayı 26221.
• Ares, G., Giménez, A., Gámbaro, A. (2009). Consumer perceived healthiness and willingness to try functional milk desserts. Influence of ingredient, ingredient name and health claim. Food Quality and Preference, 20(1), 50-56.
• Barreiro-Hurle, J., Gracia, A., De.Magistris, T. (2010). The effects of multiple health and nutrition labels on consumer food choices. J Agricult Econ, 61(2), 426-443.
• Bektaş, A., Özel, M. (2018). Gluten: Dost mu, Düşman mı? Güncel Gastroenteroloji 22/2. ISSN 1301-2487. http://guncel.tgv.org.tr/journal/74/pdf/100584.pdf
• Benson, T., Lavelle, F., Bucher, T., McCloat, A., Mooney, E., Egan, B., Dean, M. (2018). The impact of nutrition and health claims on consumer perceptions and portion size selection: results from a nationally representative survey. Nutrients, 10(5), 656.
• Carpenter, K. J. (2003). A short history of nutritional science: Part 1 (1785–1885). The Journal of nutrition, 133(3), 638-645.
• Castro-Quezada, I., Román-Viñas, B., Serra-Majem, L. (2014). The Mediterranean diet and nutritional adequacy: a review. Nutrients, 6(1), 231-248.
• Chandon, P., Wansink, B. (2007). The biasing health halos of fast-food restaurant health claims: lower calorie estimates and higher side-dish consumption intentions. Journal of Consumer Research, 34(3), 301-314.
• Crawford, P., Atkins, V., Goldstein, H., (2014). Hiding Under a Health Halo: Examining the Data Behind Health Claims on Sugary Beverages. https://phadvocates.org/wp-content/uploads/2019/11/Health-Halo-Policy-Brief.pdf
• Devries, S., Van Horn, L., Willett, W. (2020). The Mediterranean Diet. The Medical Roundtable General Medicine Edition.
• Dixon, H., Scully, M., Wakefield, M., Kelly, B., Chapman, K., Donovan, R. (2011). Parent's responses to nutrient claims and sports celebrity endorsements on energy-dense and nutrient-poor foods: an experimental study. Public Health Nutr, 14(6), 1071-1079. FDA, (2018). Authorized Health Claims That Meet the Significant Scientific Agreement (SSA) Standard. https://www.fda.gov/food/labelingnutrition/ucm2006876.htm, 21 CFR 101.
• Fenster, K., Freeburg, B., Hollard, C., Wong, C., Rønhave Laursen, R., Ouwehand, A. C. (2019). The production and delivery of probiotics: A review of a practical approach. Microorganisms, 7(3), 83.
• Fernan, C., Schuldt, J. P., Niederdeppe, J. (2018). Health halo effects from product titles and nutrient content claims in the context of “protein” bars. Health communication, 33(12), 1425-1433.
• Flach, J., van der Waal, M. B., van den Nieuwboer, M., Claassen, E., Larsen, O. F. (2018). The underexposed role of food matrices in probiotic products: Reviewing the relationship between carrier matrices and product parameters. Critical reviews in food science and nutrition, 58(15), 2570-2584. Guasch-Ferré, M., Dashti, H. S., Merino, J. (2018). Nutritional genomics and direct-to-consumer genetic testing: an overview. Advances in Nutrition, 9(2), 128-135.
• Gül, H., Hayit, F., Acun, S., Tekeli, S. G. (2018). Improvement of quality characteristics of gluten-free cookies with the addition of xanthan gum. In “Agriculture for Life, Life for Agriculture” Conference Proceedings (Vol. 1, No. 1, pp. 529-535). Sciendo.
• Hasler, C. M. (1998). Functional foods: their role in disease prevention and health promotion. Food Technology-Champaıgn Then Chıcago-, 52, 63-147.
• Holban, M. A., Grumezescu, M. A., (Ed.). (2018). Diet, Microbiome and health. Handbook of Food Bioengineering Volume 11. Academic press is an imprint of Elsivier. United Kingdom.
• Hwang, J., Lee, K., Lin, T. N. (2016). Ingredient labeling and health claims influencing consumer perceptions, purchase intentions, and willingness to pay. Journal of Foodservice Business Research, 19(4), 352-367.
• Ikonen, I., Sotgiu, F., Aydinli, A., Verlegh, P. W. (2019). Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis. Journal of the Academy of Marketing Science, 1-24.
• Kapsak, W. R., Schmidt, D., Childs, N. M., Meunier, J., White, C. (2008). Consumer perceptions of graded, graphic and text label presentations for qualified health claims. Crit Rev Food Sci Nutr, 48(3), 248-256.
• Kristensen, N. B., Bryrup, T., Allin, K. H., Nielsen, T., Hansen, T. H., Pedersen, O. (2016). Alterations in fecal microbiota composition by probiotic supplementation in healthy adults: a systematic review of randomized controlled trials. Genome Med, 8(1), 52. Lee, A. R., Wolf, R. L., Lebwohl, B., Ciaccio, E. J., Green, P. H. (2019). Persistent economic burden of the gluten free diet. Nutrients, 11(2), 399.
• Lee, W. J. (2019). Vitamin C in Human Health and Disease: Effects, Mechanisms of Action, and New Guidance on Intake. Springer.
• Markowiak, P., Śliżewska, K. (2017). Effects of probiotics, prebiotics, and synbiotics on human health. Nutrients, 9(9), 1021.
• Maubach, N., Hoek, J., Mather, D. (2014). Interpretive front-of-pack nutrition labels. Comparing competing recommendations. Appetite, 82, 67-77.
• Méjean, C., Macouillard, P., Péneau, S., Hercberg, S., Castetbon, K. (2013). Perception of front-of-pack labels according to social characteristics, nutritional knowledge and food purchasing habits. Public Health Nutr, 16(3), 392-402.
• Mentella, M. C., Scaldaferri, F., Ricci, C., Gasbarrini, A., Miggiano, G. A. D. (2019). Cancer and Mediterranean Diet: A Review. Nutrients, 11(9), 2059.
• Mooradian, A. D., Smith, M., Tokuda, M. (2017). The role of artificial and natural sweeteners in reducing the consumption of table sugar: A narrative review. Clinical nutrition eSPen, 18, 1-8.
• Mozaffarian, D. (2016). Dietary and policy priorities for cardiovascular disease, diabetes, and obesity: a comprehensive review. Circulation, 133(2), 187-225.
• Niland, B., Cash, B. D. (2018). Health benefits and adverse effects of a gluten-free diet in non–celiac disease patients. Gastroenterology hepatology, 14(2), 82.
• Orquin, J. L., Scholderer, J. (2015). Consumer judgments of explicit and implied health claims on foods: Misguided but not misled. Food Policy, 51, 144–157.
• Percival, M. (1997). The importance of optimal nutrition. Clin Nutr Insights, 5, 1-6.
• Phelan, J. C., Link, B. G., Feldman, N. M. (2013). The genomic revolution and beliefs about essential racial differences: A backdoor to eugenics?. Am sociological review, 78(2), 167-191.
• Rezac, S., Kok, C. R., Heermann, M., Hutkins, R. (2018). Fermented foods as a dietary source of live organisms. Frontiers in microbiology, 9, 1785.
• Roberto, C. A., Khandpur, N. (2014). Improving the design of nutrition labels to promote healthier food choices and reasonable portion sizes. Int J Obes, 38(1), S25-S33.
• Shamim, N., Gupta, A., Paul, V., Vida, E. (2017). Nutritional genomics: A review. The Pharma Innovation, 6(4, Part A), 17.
• Shao, A., Drewnowski, A., Willcox, D. C., Krämer, L., Lausted, C., Eggersdorfer, M., Griffiths, J. C. (2017). Optimal nutrition and the ever-changing dietary landscape: a conference report. European journal of nutrition, 56(1), 1-21.
• Siegrist, M., Leins-Hess, R., Keller, C. (2015). Which front-of-pack nutrition label is the most efficient one? The results of an eye-tracker study. Food Qual Pref, 39, 183-190.
• Sundar, A., Kardes, F. R. (2015). The role of perceived variability and the health halo effect in nutritional inference and consumption. Psychology Marketing, 32(5), 512-521.
• Sylvetsky, A. C., Rother, K. I. (2018). Nonnutritive sweeteners in weight management and chronic disease: a review. Obesity, 26(4), 635-640.
• Talati, Z., Pettigrew, S., Dixon, H., Neal, B., Ball, K., Hughes, C. (2016). Do health claims and front-of-pack labels lead to a positivity bias in unhealthy foods?. Nutrients, 8(12), 787.
• The, L. G. H. (2016). Gluten: going against the grain?. The Lancet Gastroenterology hepatology, 1(2), 85.
• Trujillo, E., Davis, C., Milner, J. (2006). Nutrigenomics, proteomics, metabolomics, and the practice of dietetics. J Am Diet Assoc , 106(3), 403-413..
• Van den Nieuwboer, M., van Hemert, S., Claassen, E., de Vos, W. M. (2016). Lactobacillus plantarum WCFS 1 and its host interaction: a dozen years after the genome. Microbial biotechnology, 9(4), 452-465.
• Van Herpen, E., Hieke, S., Van Trijp, H. C. (2014). Inferring product healthfulness from nutrition labelling. The influence of reference points. Appetite, 72, 138-149.
• Van Ommen, G. J. (2002). The Human Genome Project and the future of diagnostics, treatment and prevention. J Inherit Metab Dis, 25(3), 183-188.
• Venter, C., Maslin, K., Arshad, S. H., Patil, V., Grundy, J., Glasbey, G., Dean, T. (2016). Very low prevalence of IgE mediated wheat allergy and high levels of cross-sensitisation between grass and wheat in a UK birth cohort. Clinical and translational allergy, 6(1), 22.
• Wansink, B. (2003). How do front and back package labels influence beliefs about health claims?. Journal of Consumer Affairs, 37(2), 305-316.
• Wansink, B., Chandon, P. (2006). Can “low-fat” nutrition labels lead to obesity?. J Marketing Research, 43(4), 605-617. WGO Review Team (2017). Probiotics and prebiotics. World Gastroenterology Organisation Global Guidelines.
• Wilkins, S., Butt, M. M., Shams, F., Pérez Ruiz, A. (2019). The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Vol. 10 No. 4, pp. 1308-1331
• Wilkins, S., Butt, M. M., Shams, F., Pérez, A. (2019). Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food. Journal of Strategic Marketing, 27(3), 210-226.
• Wong, C. L., Mendoza, J., Henson, S. J., Qi, Y., Lou, W., L'abbé, M. R. (2014). Consumer attitudes and understanding of cholesterol-lowering claims on food: randomize mock-package experiments with plant sterol and oat fibre claims. Eur J Clin Nutr, 68(8), 946-952.
• World Health Organization. (2010) Indicators for assessing infant and young child feeding practices: Part III Country Profiles. WHO, Geneva.