The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products

Raghunathan, Rajagopal; Naylor, Rebecca Walker; Hoyer, Wayne D.

doi:10.1509/jmkg.70.4.170

Cited by 1,003 publications

(938 citation statements)

References 47 publications

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“…Also consistent with our hypothesis, previous research demonstrates that healthy eating can rebound, for example, when individuals increased consumption of (both healthy and unhealthy) food after eating food that was presented as low-fat or as coming from a small-quantity package (Chandon and Wansink 2007;Coelho Do Vale, Pieters, and Zeelenberg 2008;Raghunathan et al 2006). However, if satisfying the health goal makes people feel hungry, we expect that they should be hungrier than when they do not eat anything.…”

Section: The Impact Of External Controlssupporting

confidence: 88%

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When Healthy Food Makes You Hungry

Fishbach¹

2008

PsycEXTRA Dataset

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Do subtle cues for imposed healthy eating make consumers hungry? Imposed healthy eating signals that the health goal was sufficiently met, and thus it increases the strength of the conflicting motive to fulfill one's appetite. Accordingly, consumers asked to sample an item framed as healthy later reported being hungrier and consumed more food than those who sampled the same item framed as tasty or those who did not eat at all. These effects of healthy eating depend on the consumer's perception that healthy eating is mandatory; therefore, only imposed healthy eating made consumers hungrier, whereas freely choosing to eat healthy did not increase hunger.E xternally imposed controls are common and help individuals adhere to their long-term interests. Thus, mandatory retirement savings, seat belt laws, compulsory physical education in college, and cafeterias that offer only healthy alternatives-all are common examples of how external controls help individuals resolve the internal conflict between options that offer larger but delayed benefits and those that offer lesser but immediate benefits. But, when external constraints lead individuals to adhere to their long-term interests, how does this influence the resultant strength of the compromised short-term interest?We explore this question in the domain of imposed healthy eating. We ask, for example, how having a healthy meal in a cafeteria that offers only healthy alternatives influences the motive to satisfy one's appetite. In particular, we examine how imposed healthy eating influences individuals' experienced hunger. We propose that because adherence to the health goal under externally imposed controls signals that progress has been made without also increasing the sense of personal commitment, it can ironically increase the strength of the competing motive to satisfy one's appetite afterward. Put simply, imposed healthy eating would make people feel hungrier than not eating at all or eating the same food without an emphasis on its healthiness. We further propose that this effect of imposed healthy eating is more pronounced among individuals who are less concerned with watching their diet, Stacey Finkelstein (sfinkels@chicagobooth.edu) is a doctoral candidate and Ayelet Fishbach (ayelet.fishbach@chicagobooth.edu) is professor of behavioral science and marketing at

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Section: The Impact Of External Controlssupporting

confidence: 88%

“….001). If healthy foods appear less likely to satisfy one's appetite (see also Raghunathan, Naylor, and Hoyer 2006), it is likely that individuals would experience a conflict when making their food choice.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

When Healthy Food Makes You Hungry

Fishbach¹

2008

PsycEXTRA Dataset

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“…The finding that the higher enjoyment of the taste of food (hedonism) is rated, the fewer products with the logo are actually bought, can be explained by earlier studies: consumers seem to prefer foods that they perceive as unhealthy because they assume that such food tastes better and will give them more pleasure (33,34) . Thus, if one would like to motivate hedonists to adopt a healthier dietary pattern by purchasing healthier products, extra attention should be paid to the perceived tastefulness and image of healthy products.…”

Section: Food Choice Motives and Logo Usementioning

confidence: 94%

Actual use of a front-of-pack nutrition logo in the supermarket: consumers’ motives in food choice

Vyth

Steenhuis

Vlot

et al. 2010

Public Health Nutr.

116

112

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Objective: A front-of-pack nutrition logo on products with relatively favourable product compositions might help consumers to make more healthful choices. Studies investigating actual nutrition label use in point-of-purchase settings are scarce. The present study investigates the use of the 'Choices' nutrition logo in Dutch supermarkets. Design: Adults were asked to complete a validated questionnaire about motivation for food choice and their purchased products were scored for the Choices logo after they had done their shopping. Setting: Nine supermarkets in The Netherlands. Subjects: A total of 404 respondents participated. Results: Of the respondents, 62 % reported familiarity with the logo. The motivations for food choice that were positively associated with actually purchasing products with the logo were attention to 'weight control' and 'product information'. The food choice motive 'hedonism' was negatively associated with purchasing products with the logo. Conclusions: This is the first study to investigate actual use of the Choices logo. In order to stimulate consumers to purchase more products with a favourable product composition, extra attention should be paid to hedonistic aspects such as the tastefulness and the image of healthy products.

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“…It is a well-established notion that consumers exhibit greater impulses to consume unhealthy food and have greater self-control problems over unhealthy food (Raghunathan, Walker-Naylor, and Hoyer 2006;Ramanathan and Menon 2006;Shiv and Fedorikhin 1999;Ubel 2009;Vohs and Heatherton 2000). The impulsive consumption literature provides several reasons for this notion.…”

Section: Theoretical Development and Hypothesesmentioning

confidence: 99%

The vices and virtues of consumption choices: price promotion and consumer decision making

et al. 2017

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As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.

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The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products

Cited by 1,003 publications

References 47 publications

When Healthy Food Makes You Hungry

When Healthy Food Makes You Hungry

Actual use of a front-of-pack nutrition logo in the supermarket: consumers’ motives in food choice

The vices and virtues of consumption choices: price promotion and consumer decision making

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