Gain vs. loss-framing for reducing sugar consumption: Insights from a choice experiment with six product categories.

Front-of-package (FOP) nutrition labelling schemes use different framing to highlight nutrient content and promote healthier food choices. Health logos and nutritional warnings can be positioned on opposite sides of a continuous that goes from highlighting healthful products (gain-frame) to highlight unhealthful products (loss-frame), respectively. The aim of the present work was to evaluate the impact of health logos and nutritional warnings on consumers' choice of products with lower sugar content, and the impact of the two FOP nutrition labelling schemes on consumers' associations with sugar.