Is less always more? The effects of low-fat labeling and caloric information on food intake, calorie estimates, taste preference, and health attributions

The present study examined whether low-fat labeling and caloric information affect food intake, calorie estimates, taste preference, and health perceptions. Participants included 175 female undergraduate students who were randomly assigned to one of four experimental conditions. A 2 × 2 between subjects factorial design was used in which the fat content label and caloric information of chocolate candy was manipulated. The differences in food intake across conditions did not reach statistical significance. However, participants significantly underestimated the calorie content of low-fat-labeled candy. Participants also rated low-fat-labeled candy as significantly better tasting when they had caloric information available. Participants endorsed more positive health attributions for low-fat-labeled candy than for regular-labeled candy, independent of caloric information. The inclusion of eating attitudes and behaviors as covariates did not alter the results. The study findings may be related to the “health halo” associated with low-fat foods and add to the research base by examining the interaction between low-fat and calorie labeling.