When Healthy Food Makes You Hungry
Abstract
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.
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Many people believe that healthy foods are not tasty, enjoyable, or satisfying.
“many people believe that healthy foods are not tasty, enjoyable, or satisfying (Finkelstein & Fishbach, 2010; Raghunathan, Naylor, & Hoyer, 2006; Suher, Raghunathan, & Hoyer, 2016).”
From Increasing Vegetable Intake by Emphasizing Tasty and Enjoyable Attributes: A Randomized Controlled Multisite Intervention for Taste-Focused Labeling (2019) · cites this paper as Finkelstein & Fishbach, 2010
Findings that emphasizing health qualities can increase consumption seem to be isolated to contexts in which the food is unhealthy and there are no alternative foods to choose from.
“these findings seem to be isolated to contexts in which the food is unhealthy (e.g., cookies, candy, crackers) and there are no alternative foods to choose from”
From Increasing Vegetable Intake by Emphasizing Tasty and Enjoyable Attributes: A Randomized Controlled Multisite Intervention for Taste-Focused Labeling (2019) · cites this paper as Finkelstein & Fishbach, 2010
Labeling unhealthy or ambiguously healthy foods as healthy, as opposed to unhealthy, tasty, or neutral, has negative impacts on taste, satiety, and preference.
“Early work in this area demonstrated negative impacts on taste, satiety, and preference when unhealthy or ambiguously healthy foods (e.g., crackers, cookies) were labeled as healthy as opposed to unhealthy, tasty, or neutral (Crum et al., 2011; Finkelstein & Fishbach, 2010; Lähteenmäki et al., 2010; Raghunathan et al., 2006; Suher et al., 2016; Wansink & Chandon, 2006; Wardle & Huon, 2000).”
From Increasing Vegetable Intake by Emphasizing Tasty and Enjoyable Attributes: A Randomized Controlled Multisite Intervention for Taste-Focused Labeling (2019) · cites this paper as Finkelstein & Fishbach, 2010
The experience of a food depends on how it is described.
“The exact same foods can be experienced as more or less tasty (Maimaran & Fishbach, 2014; Raghunathan et al., 2006), filling (Finkelstein & Fishbach, 2010; Suher et al., 2016), physiologically satiating (Crum, Corbin, Brownell, & Salovey, 2011), and neurologically rewarding (Veldhuizen, Nachtigal, Flammer, de Araujo, & Small, 2013), depending on how they are described.”
From Increasing Vegetable Intake by Emphasizing Tasty and Enjoyable Attributes: A Randomized Controlled Multisite Intervention for Taste-Focused Labeling (2019) · cites this paper as Finkelstein & Fishbach, 2010
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How Package Design and Packaged‐based Marketing Claims Lead to Overeating
Chandon, P. (2013) · Applied Economic Perspectives and Policy · doi:10.1093/aepp/pps028 · Cited by 249 · see citing works
Turnwald, B. P., Bertoldo, J. D., Perry, M. A., Policastro, P., Timmons, M., Bosso, C., Connors, P., Valgenti, R. T., Pine, L., Challamel, G., et al. (2019) · Psychological Science · doi:10.1177/0956797619872191 · Cited by 147 · see citing works
- Authors
- Finkelstein, S. R., & Fishbach, A.
- Affiliations
- University of Chicago (US)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2010-03-10
- Volume
- 37
- Issue
- 3
- Pages
- 357-367
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1971757912
- Cited by
- 218
- References
- 7
- Citations by year
- 2026: 6 · 2025: 9 · 2024: 11 · 2023: 6 · 2022: 13 · 2021: 11 · 2020: 25 · 2019: 20 · 2018: 23 · 2017: 11 · 2016: 16 · 2015: 21 · 2014: 12 · 2013: 11 · 2012: 17
- FWCI
- 10.33
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- hunger, appetite, food choice, consumer motivation, dietary intake
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