Misleading Marketing Communication: Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour

Preface
Acknowledgements
Contents
List of Figures
List of Tables
Part I: Background
	Chapter 1: Setting the Scene
		References
	Chapter 2: The Legal Conception of Misleading Product Labelling and its Operationalization
		2.1 The Prohibition against Unfair Commercial Practices and Misleading Labelling in EU Law
		2.2 Operationalizing the Legal Criteria
		References
	Chapter 3: Measuring Misleadingness: The Preference-Conscious Choice Modelled and Observed
		3.1 Aims and Scope
		3.2 The ShopTrip Set-up: First Overview
			3.2.1 Ecological Validity versus Experimental Control
			3.2.2 Simulated e-Shopping
			3.2.3 Adding and Assessing Preference Consciousness
		References
Part II: Studies
	Chapter 4: Study 1: Low-Fat Claims on Real-Market Products
		4.1 Fairness Challenges and Target PMEs
		4.2 Test Design
			4.2.1 Target Products
			4.2.2 Fillers/Distracters
			4.2.3 Participants
			4.2.4 Apparatus and Procedure
		4.3 Results and Discussion
		References
	Chapter 5: Study 2: Low-fat Claims on Fictitious Products
		5.1 Fairness Challenges and Target PMEs
		5.2 Test Design
			5.2.1 Target Products
			5.2.2 Fillers/Distracters
			5.2.3 Participants
			5.2.4 Apparatus and Procedure
		5.3 Results and Discussion
	Chapter 6: Study 3: What’s behind the Keyhole
		6.1 Fairness Challenges and (Accidental?) PMEs
		6.2 Test Design and Procedure
			6.2.1 Target Products
			6.2.2 Fillers/Distracters
			6.2.3 Participants
			6.2.4 Apparatus and Procedure
		6.3 Results and Discussion
		References
	Chapter 7: Study 4: “Local” by Facts or by Atmosphere?
		7.1 Fairness Challenges and PMEs
		7.2 Test Design and Procedure
			7.2.1 Target Products
			7.2.2 Fillers/Distracters
			7.2.3 Participants
			7.2.4 Apparatus and Procedure
		7.3 Results and Discussion
		References
Part III: General Discussion
	Chapter 8: Why Do Consumers Get it Wrong?
		8.1 Allowing for the Human Factor
		8.2 The Need for Semantic and Pragmatic Co-creation
		8.3 System 1 versus System 2
		8.4 A Quest for Situational Relevance
		8.5 What We See is All There Is: The X-factor of Visual Attention
		References
	Chapter 9: Implications for Fair Labelling Practices: How to Get it Right?
		9.1 Contributing to a Wider Debate
		9.2 Commercial Claims
		9.3 Non-Commercial Regulated Labels
		References
	Chapter 10: Concluding Remarks
		References
Appendix 1: Example of standard ShopTrip setup
Appendix 2: ShopTrip setup in version adopted for eyetracking (Study 4)
References
Index