“…Likewise, exposing adults to information suggesting that limiting junk food consumption can be beneficial to health, reduced junk food consumption relative to a control condition in a recent study ( Robinson, Harris, et al., 2013 ). However, there are also studies which suggest that, in some contexts, health messages may not be an effective way to increase fruit and vegetable intake ( Maimaran and Fishbach, 2014 , Musher-Eizenman et al., 2011 , Wardle and Huon, 2000 ). For example, Maimaran and Fishbach (2014) showed that presenting food as instrumental to achieving a goal, for example, outlining the health benefits of eating certain foods, decreased consumption in pre-school children.…”