Table 4.
Ordered logit estimates for propensity to respond incorrectly (stating that both options were equally healthy or the whole grain (WG) labelled option was healthier) when comparing hypothetical product pairs for which the unlabelled option was healthier*
| Cereal | Crackers | Bread | ||||
|---|---|---|---|---|---|---|
| Explanatory variables† | Coefficient‡ | se | Coefficient‡ | se | Coefficient‡ | se |
| Label variation 1§ | (Comparison) | (Comparison) | (Comparison) | |||
| Label variation 2 | 0·135 | 0·173 | 0·022 | 0·161 | 0·008 | 0·152 |
| Label variation 3 | –0·102 | 0·179 | –0·351 | 0·170 | 0·087 | 0·153 |
| ‘Difficult to determine’ which products contain WG | ||||||
| Strong disagreement | (Comparison) | (Comparison) | (Comparison) | |||
| Some disagreement | –0·603 | 0·266 | –0·297 | 0·246 | –0·021 | 0·221 |
| Neither | 0·321 | 0·242 | 0·210 | 0·235 | 0·457 | 0·218 |
| Some agreement | 0·310 | 0·247 | 0·256 | 0·239 | 0·268 | 0·221 |
| Strong agreement | 0·936 | 0·275 | 0·963 | 0·267 | 0·687 | 0·254 |
| 18–24-year-olds | (Comparison) | (Comparison) | (Comparison) | |||
| 25–34-year-olds | 0·442 | 0·264 | 0·513 | 0·259 | 0·105 | 0·244 |
| 35–44-year-olds | 0·355 | 0·264 | 0·339 | 0·259 | –0·013 | 0·242 |
| 45–54-year-olds | –0·153 | 0·278 | –0·228 | 0·270 | –0·479 | 0·249 |
| 55–64-year-olds | –0·411 | 0·296 | –0·122 | 0·276 | –0·511 | 0·258 |
| Age 65 or more | –0·449 | 0·298 | –0·815 | 0·303 | –0·715 | 0·261 |
| Black/African American | (Comparison) | (Comparison) | (Comparison) | |||
| Asian/Pacific Islander and other | 0·164 | 0·271 | –0·339 | 0·277 | –0·009 | 0·256 |
| White/Caucasian | –0·368 | 0·193 | –0·430 | 0·185 | –0·598 | 0·181 |
| College degree | (Comparison) | (Comparison) | (Comparison) | |||
| Graduate/professional degree | 0·088 | 0·233 | 0·110 | 0·224 | 0·342 | 0·205 |
| HS or less | 0·496 | 0·181 | 0·421 | 0·178 | 0·739 | 0·164 |
| Some college | 0·169 | 0·191 | 0·214 | 0·184 | 0·367 | 0·171 |
| Cut point 1 (equal v. unlabelled) | 0·929 | 0·364 | 0·550 | 0·351 | 0·061 | 0·335 |
| Cut point 2 (labelled v. equal) | 2·273 | 0·372 | 2·036 | 0·359 | 1·045 | 0·336 |
| Obs | 1015 | 1008 | 1013 | |||
Outcome variable coded 1 (unlabelled), 2 (equally healthy) and 3 (WG labelled).
For simple comparisons across the three label variations, a reduced model without the ‘difficult to determine’ question is presented in online supplementary material, Supplemental Table 3. An extended model is presented in online supplementary material, Supplemental Table 4 (the additional variables were statistically insignificant for all three product categories).
Coefficient shows effect of each explanatory variable on the log-odds of having the next higher value of the outcome variable (i.e. choosing equally healthy over unlabelled).
WG label variations for the cereal and cracker categories: (1) ‘made with whole grains,’ (2) ‘multigrain,’ and (3) a WG stamp; and for the bread category: (1) ‘multigrain,’ (2) ‘wheat’ and (3) a WG stamp.