# In an op-ed, Professor Michelle Greenwald discusses how food brands decide which health claims to advertise and how those claims affect consumer choices

1 Faculty News July 6, 2015 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/michellegreenwald/2015/07/06/health-food-product-claims-in-9-categories-how-companies-consumers-decide/) -- "Choosing the right claims, the right number of claims, and the optimal size and placement of each is a moving target that has to be constantly reassessed among all potential target consumer segments. It’s not always intuitively obviously. The good news is that digitally testing a range of options has never been easier."

[Read more](http://www.forbes.com/sites/michellegreenwald/2015/07/06/health-food-product-claims-in-9-categories-how-companies-consumers-decide/)