A Study on the Cognitive Bias of Zero-calorie and Zero-sugar Labels Misleading Fat Loss Behaviors
DOI:
https://doi.org/10.54097/xhqjwf21Keywords:
Zero-calorie, zero-sugar Labels, Cognitive Bias, Fat Loss Behavior, Misleading EffectAbstract
This paper focuses on the misleading effect of zero-calorie, zero-sugar labels promotion on consumers' fat loss behavior. With the rapid development of the health consumption market, zero-calorie, zero-sugar products are playing an increasingly important role in the field of fat, but such label promotions may cause cognitive biases among consumers, leading to problems such as compensatory eating and calorie underestimation. This study uses literature review, market research, questionnaire survey and quantitative analysis to systematically examine the misleading effect of label promotion on fat loss behavior. The study found that more than 80 percent of respondents believed the promotion was misleading, and nearly a quarter of them engaged in compensatory eating behavior. Promotional exposure had a significant positive effect on behavioral bias (β=0.205, p<0.001), but the mediating effect of cognitive bias was not established. This study provides empirical evidence for regulating food label promotion and guiding consumers to reduce fat rationally.
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