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Perception of Purchase Intent by Label Condition
Label Content
IFIC Foundation Qualified Health Claims Research http://ific.org
Standardized Mean
(product neutralized)
Consumers are less likely to purchase a product with a D Report Card Text claim than those who saw a Structure-Function or Unqualified claim (w/out may), and a variety of B and C claims.
Statistically significant
(95% confidence level)
+
"D" Report Card Text
+
+
+
+
+
+
+
+
+