Health food is extremely popular in America yet obesity levels continue to rise. A new study in the Journal of Consumer Research explains that paradox.
It turns out that when consumers see a healthy choice, be it drinks, deserts or food, they end up consuming 131% more calories.
“In our black and white view, most food is good or not good,” explain Pierre Chandon (INSEAD, France) and Brian Wansink (Cornell University). “When we see a fast-food restaurant like Subway advertising its low-calorie sandwiches, we think, ‘It’s OK: I can eat a sandwich there and then have a high-calorie dessert,’ when, in fact, some Subway sandwiches contain more calories than a Big Mac.”