(1) Background: To prevent excessive caloric intake, a food labeling strategy is widely adopted by governments. Physical activity calorie equivalent (PACE) labels prove to be effective in reducing calorie intake. However, previous literature has mainly discussed the effect of PACE labels on consumers' purchase intention for high-calorie foods but has not analyzed whether consumers evaluate food brands negatively after inhibiting the consumers' purchase intention for high-calorie foods. Therefore, the aims of this study are to explore the negative effects of PACE labels on consumers' food brand evaluation and the underlying psychological mechanism. (2) Methods: This study manipulated the two calorie-information labeling (standard calorie label and PACE labels) in two studies, involving potato chips and chocolate products. It also adopted a prevention focus and anticipated enjoyment of food consumption variables to detect the moderation effects between consumers' promotion focus and PACE labels. (3) Results: Results show that compared with calorie labels, PACE labels have a more negative influence on consumers' food brand evaluation. Furthermore, consumers stimulated by PACE labels develop a stronger prevention focus, thereby reducing their anticipated enjoyment of food brands, and ultimately leading to lower brand evaluations. In addition, when consumers have a promotion focus before choosing food, PACE labels cannot reduce their anticipated enjoyment and food brand evaluation for food brands. (4) Conclusions: While focusing on the negative effect of PACE labels on consumers' purchase intention for high-calorie foods, it should also be noted that PACE labels have a negative effect on food brand evaluation. Therefore, food enterprises should try their best to activate consumers' promotion focus through various environmental cues, so as to avoid a double negative effect on consumers' food purchases and brand evaluations.
Keywords: PACE labels; anticipated enjoyment; brand evaluation; regulatory focus.