Fast food menu calorie labeling contexts as complex contributing factors to overeating

The effectiveness of menu calorie labeling in limiting the amount of calories selected has been called into question since it was mandated within the Affordable Care Act. This study examined how contexts that are known to influence motivational and information processing might limit the effectiveness of calorie labeling in order to shed some light on the mixed findings in this area. An online experiment was conducted in which calorie labels were paired or not paired with visual cues in different motivational contexts: greater and lesser variety and energy density choices available. Results contribute to the general conclusion that calorie labels are not particularly effective. Specifically, the only context in which a calorie label succeeded in reducing calories selected was a high variety mix of low and high energy density foods with visual food cues present; however, this type of context elicited the greatest number of calories selected on average, even more than when only highly energy density items were present. The findings from this study add to the body of knowledge about the effectiveness of calorie labeling by defining some boundary conditions on whether and when the presence of calorie labels are likely to reduce caloric intake. This knowledge is helpful in furthering food selection and choice research, but also may help health practitioners design effective intervention strategies.