The unhealthy equal tasty intuition and its effects on taste inferences, enjoyment, and choice of food products
The unhealthy equal tasty intuition and its effects on taste inferences, enjoyment, and choice of food products
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DOI：
10.1509/jmkg.70.4.170
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发表时间：
2006-10-01
影响因子：
12.9
通讯作者：
Hoyer, Wayne D.
中科院分区：
文献类型：
--
作者：
Raghunathan, Rajagopal;Naylor, Rebecca Walker;Hoyer, Wayne D.
在四个实验中，作者发现，当提供有关食品健康评估的信息时，该食品被描绘得越不健康，(1)推断出的味道越好，(2)在实际食用过程中越喜欢它，(3)在选择任务中，当享乐目标更突出（相对不那么突出）时，人们对它的偏好越大。作者在认为健康和美味负相关的消费者和不认为健康和美味负相关的消费者中都得到了这些影响，但程度较低。作者还提供了证据，证明“不健康”和“美味”这两个概念之间的联系是在隐性层面上运作的。作者讨论了控制“不健康=美味”直觉的影响（以及它对健康造成负面影响的可能性）的可能性，包括控制不健康但美味的食物的摄入量，改变不健康的食物，使它们不那么不健康但仍然美味，以及向消费者提供更好的信息，了解什么是“健康”。
Across four experiments, the authors find that when information pertaining to the assessment of the healthiness of food items is provided, the less healthy the item is portrayed to be, (1) the better is its inferred taste, (2) the more it is enjoyed during actual consumption, and (3) the greater is the preference for it in choice tasks when a hedonic goal is more (versus less) salient. The authors obtain these effects both among consumers who report that they believe that healthiness and tastiness are negatively correlated and, to a lesser degree, among those who do not report such a belief. The authors also provide evidence that the association between the concepts of "unhealthy" and "tasty" operates at an implicit level. The authors discuss possibilities for controlling the effect of the unhealthy = tasty intuition (and its potential for causing negative health consequences), including controlling the volume of unhealthy but tasty food eaten, changing unhealthy foods to make them less unhealthy but still tasty, and providing consumers with better information about what constitutes "healthy."