The Unhealthy - Tasty Intuition and Its Effects on taste Onferences, Enjoyment, and Choice of Food Products  

Oleh:

Raghunathan, Rajagopal ; Naylor, Rebecca Walker

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 4 (Okt. 2006), page 170-184.
Topik: FOOD PRODUCTION; unhealthy; food products

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

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 protrayed to be : 1. the better is tis inferred taste 2. the more it is enjoyed during actual consumption and 3. the greater is the reference for it in choice taskes 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 correalted 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 unhelathy 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 unhealth but tasty food eaten, changing unhealth foods to make them less unhealthy but still tasty, and providing consumetrs with better information about what constitues healthy.

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