Sugar labeling: How numerical information of sugar content influences healthiness and tastiness expectations.

Overconsumption of highly sugary foods contributes to increases in obesity and diabetes in our population, and initiatives are issued worldwide to reduce sugar content in food products. However, it is unclear how the presentation of reduced sugar content on food packages affects taste expectations of consumers. Based on the learned knowledge about negative health effects of sugar and the common belief that unhealthy food tastes better than healthy food, consumers might conclude that lower sugar levels are associated with higher healthiness and lower tastiness. Addressing this concern, we examined how quantitative information about sugar content without any verbal description influences consumers' health and taste expectations of dairy desserts. We asked participants to indicate the expected healthiness and tastiness of randomly sampled dairy desserts, while varying systematically the quantitative sugar information provided in a label presented with the desserts (numerical sugar level in grams per 100 grams of product: low vs. original vs. high). We assumed that quantitative sugar content is not equally associated with healthiness and tastiness of products and that numerical information about sugar content informs health more than taste expectations. Therefore, we predicted that consumers expect higher healthiness, but not to the same degree lower tastiness for products with reduced sugar contented compared to products with higher sugar content. The results of the present study are in line with this hypothesis. We found that consumers expected desserts with less sugar to be healthier than desserts with higher levels of sugar. The experimentally varied sugar levels did not affect the tastiness expectations. Notably, consumers did not follow the unhealthy = tasty intuition and did not devaluate the tastiness of desserts because of heightened healthiness expectations. Our findings suggest that sole numerical information about sugar content-an important nutritional value-is more diagnostic in the construction of healthiness rather than tastiness expectations of food products

Effects of Imagined Consumption and Simulated Eating Movements on Food Intake: Thoughts about Food are not Always of Advantage.

Imagined food consumption is a method of elaborately imagining oneself eating a specific food that, when repeated 30 times, has been shown to decrease subsequent intake of the same food. The technique relies on a memory-based habituation process when behavioral and motivational responses to a stimulus decrease after its repeated presentation. Thus, repeatedly imagining food consumption leads to food-specific habituation effects. Large numbers of imagined consumption repetitions are effortful and time consuming and can be problematic when applied in interventions with the goal of reducing food intake. In the present study, we assessed the efficacy of the technique at smaller numbers of repetitions while testing motor simulation as a potential facilitator of the habituation-based consumption-reduction effect. 147 participants imagined eating chocolate pudding 15 or 3 consecutive times and simultaneously performed either facilitating or not-facilitating eating movements. Results showed that participants who imagined eating the chocolate pudding 15 times (M15 = 178.20, SD15 = 68.08) ate more of the pudding than those who imagined consuming it 3 times (M3 = 150.73, SD3 = 73.31). The nature of the motor movements that were performed did not impact this effect. The data suggest that the imagined food consumption technique can result in an unexpected increase in food consumption, when smaller numbers of imagination repetitions are performed

Beyond Healthiness: The Impact of Traffic Light Labels on Taste Expectations and Purchase Intentions

The aim of traffic light labels on food products is to help consumers assess their healthiness. However, it is not clear whether traffic light labels do not have undesired side effects by signaling lower tastiness of healthy product alternatives and reducing purchase intentions. We therefore conducted a study with consumers from Austria (N = 173) in which we presented the amount of sugar contained in products on labels with or without traffic light colors based on the coding criteria of the UK Food Standards Agency. Expectations of products’ healthiness and tastiness, as well as purchase intentions were assessed. The products were randomly sampled from the category of desserts from a supermarket. The declared amount of sugar was experimentally varied. The traffic light labels helped participants differentiate between the healthiness of products with different sugar levels. They did not affect the expected tastiness of the healthier alternatives. Moreover, participants did not report lower purchase intentions for products high in sugar, but a higher purchase intention for products low in sugar when traffic light colors were used compared to when they were not used

How often do you think about your relationship with nature ? ::the measurement of environmental identity salience and its relationship with proenvironmental behaviors

Extant research finds that environmental identity is an important motivational factor for proenvironmental behavior. However, studies typically focus on investigating the effects of the strength of this identity. Based on insights from identity research, we theorize that the influence of individuals’ environmental identity on their proenvironmental behavior may depend on other identity dimensions as well. We argue that the frequency of activation of environmental identity in relevant life domains—environmental identity salience—may predict proenvironmental behavior beyond what environmental identity strength can explain. To test our theorizing, we propose a parsimonious measure of environmental identity salience. In four empirical studies, we establish that the new measure has sound psychometric properties in terms of internal consistency and discriminant validity with regard to measures of environmental identity strength. Importantly, our measure of environmental identity salience reliably predicts a range of self-reported and actual proenvironmental behaviors beyond the effects of environmental identity strength. In line with theoretical predictions, our data suggests that environmental identity salience and strength are related but distinct constructs. We conclude that investigating the nature and effects of environmental identity salience leads to a fruitful path to a more comprehensive understanding of proenvironmental behavior. The proposed new measure may serve as a helpful tool in this endeavor

Food is all Around: How Contexts Create Misbeliefs About the Health-Taste Relationship

This project contains preregistrations, as well as research data and analyses of three studies and a pilot study featured in the research paper: "Food is all Around: How Contexts Create Misbeliefs About the Health-Taste Relationship". Data sets, analysis scripts and markdown files were created using R, version 4.1.2

Swiss Sustainable Consumer Observatory (SSCO)

The Swiss Sustainable Consumption Observatory (SSCO) is a synthesis activity of the National Research Programme NRP73 (Sustainable Economy). It investigates sustainable consumption patterns in Switzerland, focusing on three areas of consumption which are relevant from an environmental impact perspective and where individuals have considerable latitude in terms of their behaviors. These are food, consumer electronics, and textiles. The core of the SSCO consists of three waves of a large, repeated cross-sectional survey across major linguistic regions, that were conducted between 2021 and 2023

Fifty shades of food: The influence of package color saturation on health and taste in consumer judgments

When evaluating food products, consumers rely on visual cues on packages to infer their healthiness and tastiness. We assumed that color, specifically color saturation, is one such cue, similarly relevant for both healthiness and tastiness inferences. We conducted three studies in which we manipulated the color of pictures of product packages. Participants viewed pictures from the category of snacks (Study 1a) and drinks (Studies 1b and 2), available at a supermarket's online store and rated each product on the dimensions of healthiness and tastiness. In two studies, we showed one group of participants product pictures only as grayscale images, whereas another group viewed the pictures in full color. In a third study, we showed participants product pictures once with increased and once with decreased color saturation. We consistently found a positive correlation between healthiness and tastiness. Presenting pictures of products as grayscale images weakened the healthy‐tasty correlation. Products with increased compared with decreased color saturation were rated as both healthier and tastier, mediated by the products' perceived freshness.© 2019 The Author