The Biasing health halos of fast-food restaurant health claims: lower calorie estimates and higher side-dish consumption intentions
Author: Chandon, Pierre ; Wansink, BrianINSEAD Area: MarketingIn: Journal of Consumer Research, vol. 34, no. 3, October 2007 Language: EnglishDescription: p. 301-314.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Why is America a land of low-calorie food claims yet high-calorie food intake? Four studies show that people underestimate the caloric content of main dishes and choose higher-calorie side dishes, drinks, or desserts when fast-food restaurants claim to be healthy (e.g. Subway) compared to when they do not (e.g. McDonald's). we also find that the effect of these health halos can be eliminated by simply asking people to consider whether the opposite of such health claims may be true. These studies help explain why the success of fast-food restaurants serving lower-calorie foods has not led to the expected reduction in total calorie intake and in obesity rates. They also suggest innovative strategies for consumers, marketers, and policy makers searching for ways to fight obesity.| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
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Why is America a land of low-calorie food claims yet high-calorie food intake? Four studies show that people underestimate the caloric content of main dishes and choose higher-calorie side dishes, drinks, or desserts when fast-food restaurants claim to be healthy (e.g. Subway) compared to when they do not (e.g. McDonald's). we also find that the effect of these health halos can be eliminated by simply asking people to consider whether the opposite of such health claims may be true. These studies help explain why the success of fast-food restaurants serving lower-calorie foods has not led to the expected reduction in total calorie intake and in obesity rates. They also suggest innovative strategies for consumers, marketers, and policy makers searching for ways to fight obesity.
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