We believe that the day when a simple, mall-based evaluation of consumers' ability to parrot back label directions is gone. While understanding cognitive label comprehension in a general population is still valuable, it cannot answer important questions about the role of the label in self-selection and actual use. A comprehensive label development program may (indeed, should) begin with an evaluation of simple cognitive comprehension, but must be supplemented by studies that evaluate the influence of the label on real consumer behavior. This includes one or more self-selection studies and an actual use trial.


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