The Effects of Manufacturer Disclosure on Consumer Perceptions of Private Brand Grocery Product Attributes

New food label disclosures are frequently proposed. One such proposal, the identification of manufacturer or packer of private label food items, has potentially far-reaching effects upon food choice decision making and ultimately upon the cost and availability of private label food products. This experimental study examined consumer perceptions of private brand grocery product attributes before and after manufacturer disclosure. Attribute evaluation scores from the experiment were compared against each other and against a control group. Subjects appeared to be influenced by the information, but the effects varied by product and by attribute. The overall impact of mandatory manufacturer disclosure should be carefully weighed against the consumer's right to know. Much more needs to be known about consumer use of this information before implementing this requirement.