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This Article Figures Only Full Text Full Text (PDF) All Versions of this Article: AJPH.2004.054973v1 96/9/1669    most recent Submit a response View Shopping Cart Alert me when this article is cited Alert me when eLetters are posted Alert me if a correction is posted Services Similar articles in this journal Similar articles in PubMed Alert me to new issues of the journal Download to citation manager Citing Articles Citing Articles via HighWire Citing Articles via ISI Web of Science (25) Citing Articles via Google Scholar Google Scholar Articles by Burton, S. Articles by Huggins, K. Search for Related Content PubMed PubMed Citation Articles by Burton, S. Articles by Huggins, K. Related Collections Obesity, Overweight, Underweight Health Policy Nutrition/Food

Scot Burton, PhD, Elizabeth H. Creyer, PhD, Jeremy Kees, PhD and Kyle Huggins, MBA

Scot Burton, Elizabeth Creyer, and Kyle Huggins are with the Department of Marketing and Logistics, Sam M. Walton College of Business, University of Arkansas, Fayetteville. Jeremy Kees is with the Marketing Department, Villanova University, Philadelphia, Pa.

Correspondence: Requests for reprints should be sent to Scot Burton, Department of Marketing and Logistics, Sam M. Walton College of Business, University of Arkansas, Fayetteville, AR 72701 (e-mail: sburton{at}walton.uark.edu).

Objectives. Requiring restaurants to present nutrition information on menus is under consideration as a potential way to slow the increasing prevalence of obesity. Using a survey methodology, we examined how accurately consumers estimate the nutrient content of typical restaurant meals. Based on these results, we then conducted an experiment to address how the provision of nutrition information on menus influences purchase intentions and reported preferences.

Methods. For both the survey and experiment, data were analyzed using analysis of variance techniques.

Results. Survey results showed that levels of calories, fat, and saturated fat in less-healthful restaurant items were significantly underestimated by consumers. Actual fat and saturated fat levels were twice consumers’ estimates and calories approached 2 times more than what consumers expected. In the subsequent experiment, for items for which levels of calories, fat, and saturated fat substantially exceeded consumers’ expectations, the provision of nutrition information had a significant influence on product attitude, purchase intention, and choice.

Conclusions. Most consumers are unaware of the high levels of calories, fat, saturated fat, and sodium found in many menu items. Provision of nutrition information on restaurant menus could potentially have a positive impact on public health by reducing the consumption of less-healthful foods.

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