The Influence of the 'Unhealthy = Tasty Intuition' on Food Consumption Decisions

Raghunathan, Raj; Walker, Rebecca; Hoyer, Wayne D.

doi:10.1037/e621442012-050

Cited by 2 publications

(2 citation statements)

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“…In contrast, unhealthy belief consistency refers to beliefs that are consistent with consumers’ expectation that the foods are unhealthy. In the consumption context of controversial health foods, the health information presented by ingredient-level credence-label cues may weaken consumers’ cognition that the foods are “unhealthy” (Raghunathan et al , 2010), and may consequently weaken their perception of unhealthy belief consistency.…”

Section: Theoretical Foundationmentioning

confidence: 99%

Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

Jia

Jin

et al. 2022

NBRI

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Purpose This paper aims to propose a framework model of belief consistency on the confirmatory bias theory, trying to explore the interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency. Design/methodology/approach This paper presents a conceptual framework of belief consistency based on confirmation bias theory. The interactions between cues of credence-label structure and different controversial types of health foods, as well as the intermediary mechanism of belief consistency. Findings Consumers’ willingness to purchase varies under interactions between cues of credence-label structure (product-level and ingredient-level credence-label cues) and different controversial types of health foods (noncontroversial health foods and controversial health foods). In the consumption context of noncontroversial health foods, the presence of product-level credence-label cues causes confirmation bias, greater perception of health belief consistency and higher willingness to purchase healthy foods. In the consumption context of controversial health foods, the presence of ingredient-level credence-label cues results in the prevention of confirmation bias, lower perception of unhealthy belief consistency and higher willingness to purchase health foods. Originality/value This paper offers a significant tool for researchers to enrich relevant theories in the field of the conceptual framework of cues of credence-label structure. It also discusses practical implications for enterprise marketing and for the health and welfare of consumers.

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Section: Theoretical Foundationmentioning

confidence: 99%

Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

Jia

Jin

et al. 2022

NBRI

View full text Add to dashboard Cite

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“…However, evidence on the validity of the unhealthy-tasty intuition is inconclusive. Some research supports the unhealthy-tasty intuition [e.g., (16,18,19)], while some did not find any correlation or a positive correlation between healthy food and expectations of tastiness (20,21).…”

Section: Introductionmentioning

confidence: 99%

The unhealthy-tasty intuition in dining out situations: the role of health inferences and taste expectations

Garaus

Wolfsteiner

2023

Front. Nutr.

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IntroductionIncreasing obesity rates around the globe have challenged policymakers to find strategies to prompt healthier eating habits. While unhealthy eating takes place in many different contexts, dining out is a context where individuals often choose an unhealthy option despite the availability of healthier alternatives. One possible explanation for this behavior is the unhealthy-tasty intuition, which refers to the belief that unhealthy food is tastier than healthy food. Nevertheless, many policymakers and restaurant managers follow the – in this context – counterintuitive approach of using health claims to nudge people towards more healthy eating choices or habits.MethodsThe current research employs an online experiment with 137 participants and investigates how health claims and sensory claims impact on the purchase intention of healthy options for desserts. Furthermore, it explores how health inferences and taste expectations mediate the intention to purchase.Results and discussionFindings from the online experiment confirm that health claims prompt positive health inferences, while also stimulating unfavorable taste expectations, resulting in a lower intention to purchase. Surprisingly, we found no effect of a sensory claim on taste expectations. The findings of our experiment contradict the unhealthy-tasty intuition by revealing a significant positive correlation between taste expectations and health inferences. While both health inferences and taste expectations impact positively on purchasing intentions for the health-claim condition, the indirect effect of taste expectations was stronger than the indirect effect of health inferences.

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The Influence of the 'Unhealthy = Tasty Intuition' on Food Consumption Decisions

Cited by 2 publications

References 0 publications

Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

Effects of cues of credence-label structure on consumers’ willingness to purchase health foods

The unhealthy-tasty intuition in dining out situations: the role of health inferences and taste expectations

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