Tracy A. Suter

Substantial concern about the wide variety of carbohydrate‐related claims appearing on consumer packaged food products have been expressed by members of both the marketing and public policy communities. As a result, a number of petitions requesting the establishment of carbohydrate levels required for a low‐carbohydrate nutrient content claim have been submitted to the Food and Drug Administration, and the agency is considering the establishment of criteria for such a claim. This research examines the potential effects of a “low‐carbohydrate” claim, relative to the effects of a “low‐fat” claim, across selected product fat and carbohydrate levels. The study also considers whether consumers’ motivation to process nutrition information serves as a potential moderator of the effects of the nutrient content claims and nutrient levels on the dependent measures. As predicted, the results show key differences across consumer motivation levels. The policy implications of our findings are discussed.

The rapidly expanding technologies of the Internet have created opportunities for marketing educators as well as potential pitfalls. While there are those who encourage and embrace the use of the Internet in the educational process (Moore and Milliman 1995; “Using electronic mail…” 1982), many of the limitations of the use of the Net in marketing education have not been addressed directly. In fact, potential hazards do exist along the information superhighway. It would be well to recognize some of these hazards before they are encountered.