Healthy Choice: The Effect of Simplified POS Nutritional Information on Consumer Choice Behavior HRISTINA DZHOGLEVA NIKOLOVA J. JEFFREY INMAN Hristina Dzhogleva Nikolova (hristina.nikolova@bc.edu) is Assistant Professor of Marketing at the Carroll School of Management, Boston College, Chestnut Hill, MA 02467. J. Jeffrey Inman (jinman@katz.pitt.edu) is Associate Dean for Research and Faculty and the Albert Wesley Frey Professor of Marketing at the Joseph M. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260. The authors wish to thank Catalina Marketing, NuVal LLC, and a large Northeast U.S. grocery chain for their collaboration on this research.