The Light = Healthy Intuition

Li, Yi; Heuvinck, Nico; Pandelaere, Mario

Type de document :

Article dans une revue scientifique

DOI :

10.1002/jcpy.1249

Titre :

The Light = Healthy Intuition

Auteur(s) :

Li, Yi [Auteur]
Heuvinck, Nico [Auteur]
Lille économie management - UMR 9221 [LEM]
Pandelaere, Mario [Auteur]

Titre de la revue :

Journal of Consumer Psychology

Éditeur :

Elsevier

Date de publication :

2021-05-02

ISSN :

1057-7408

Discipline(s) HAL :

Sciences de l'Homme et Société
Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [en]

This research documents a “light = healthy” intuition, such that consumers perceive foods that weigh less are healthier than their heavier counterparts with the same serving size. Subsequently, consumers consume a larger ...
Lire la suite >This research documents a “light = healthy” intuition, such that consumers perceive foods that weigh less are healthier than their heavier counterparts with the same serving size. Subsequently, consumers consume a larger quantity of lighter-weight foods. The intuition is based on a coactivation of two meanings of the word “light”: light in physical weight and light in calorie content. An implicit attitude test finds support for this association between physical weight and food healthiness. Subsequently, physically lighter foods are perceived to be healthier because they are assumed to contain fewer calories. In line with the proposed coactivation mechanism, the intuition is bidirectional, where consumers also expect healthier foods to weigh less. Consequently, they discredit health claims issued for heavier foods. Finally, it was found that activating a competing intuition is effective at debiasing the “light = healthy” intuition.Lire moins >

Langue :

Anglais

Comité de lecture :

Oui

Audience :

Internationale

Vulgarisation :

Non

Collections :

Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL

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