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When Healthy Food Makes You Hungry

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  • Stacey R. Finkelstein
  • Ayelet Fishbach

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. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Stacey R. Finkelstein & Ayelet Fishbach, 2010. "When Healthy Food Makes You Hungry," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 357-367, October.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:3:p:357-367
    DOI: 10.1086/652248
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    Cited by:

    1. Isabelle Chalamon & Lydiane Nabec, 2016. "Why Do We Read On-Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(2), pages 403-429, July.
    2. Mai, Robert & Symmank, Claudia & Seeberg-Elverfeldt, Berenike, 2016. "Light and Pale Colors in Food Packaging: When Does This Package Cue Signal Superior Healthiness or Inferior Tastiness?," Journal of Retailing, Elsevier, vol. 92(4), pages 426-444.
    3. Liu, Stephanie Q. & Choi, Sungwoo & Mattila, Anna S., 2019. "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface," Journal of Business Research, Elsevier, vol. 98(C), pages 289-298.
    4. Jacob Suher & Raj Raghunathan & Wayne D. Hoyer, 2016. "Eating Healthy or Feeling Empty? How the "Healthy = Less Filling" Intuition Influences Satiety," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 26-40.
    5. David Frisvold & Emily Leslie & Joseph P. Price, 2020. "Do Targeted Vouchers Instill Habits? Evidence From Women, Infants, And Children," Contemporary Economic Policy, Western Economic Association International, vol. 38(1), pages 67-80, January.
    6. Besharat, Ali & Romero, Marisabel & Haws, Kelly, 2021. "Customizing calories: How rejecting (vs. selecting) ingredients leads to lower calorie estimation and unhealthier food choices," Journal of Retailing, Elsevier, vol. 97(3), pages 424-438.
    7. Dai, Xianchi & Fishbach, Ayelet, 2013. "When waiting to choose increases patience," Organizational Behavior and Human Decision Processes, Elsevier, vol. 121(2), pages 256-266.
    8. Cleeren, Kathleen & Geyskens, Kelly & Verhoef, Peter C. & Pennings, Joost M.E., 2016. "Regular or low-fat? An investigation of the long-run impact of the first low-fat purchase on subsequent purchase volumes and calories," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 896-906.
    9. Nathalie Spielmann, 2021. "Green is the New White: How Virtue Motivates Green Product Purchase," Journal of Business Ethics, Springer, vol. 173(4), pages 759-776, November.
    10. Luomala, Harri T. & Hellén, Katarina & Jokitalo, Maijastiina, 2018. "Dieting, priming, food meanings and (un)healthy choices: When shoppers fall for pleasure," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 305-311.
    11. Jie, Yun, 2018. "Prepayment effect: Prepayment with clawback increases task participation," Journal of Business Research, Elsevier, vol. 92(C), pages 210-218.
    12. Yang, Yikai & Zheng, Jiehui & Yu, Yining & Qiu, Yiling & Wang, Lei, 2024. "The role of recommendation sources and attribute framing in online product recommendations," Journal of Business Research, Elsevier, vol. 174(C).
    13. Choi, Kang Jun & Jia, He Michael & Lee, Jae Young & Kim, B. Kyu & Kim, Keunwoo, 2022. "Hedonic myopia: Emphasizing hedonic benefits of non-perishable food makes consumers insensitive to expiration dates in food purchase," Journal of Business Research, Elsevier, vol. 138(C), pages 193-202.
    14. Vecchio, Riccardo & Cavallo, Carla & Del Giudice, Teresa & Caso, Gerarda & Cicia, Gianni, 2023. "Healthier Food Choices Made Easy: a Nudging Experiment in a Restaurant Targeting Millennials," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 14(03), September.
    15. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.
    16. Cozac, Marina & Mende, Martin & Scott, Maura L., 2023. "Consumer preferences for fuel snacks at the intersection of caregiving stress and gender," Journal of Business Research, Elsevier, vol. 159(C).
    17. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    18. Steils, Nadia, 2021. "Using in-store customer education to act upon the negative effects of impulsiveness in relation to unhealthy food consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Evan Weingarten & Sudeep Bhatia & Barbara Mellers, 2019. "Multiple Goals as Reference Points: One Failure Makes Everything Else Feel Worse," Management Science, INFORMS, vol. 65(7), pages 3337-3352, July.
    20. Sanjay Jain & Krista J. Li, 2018. "Pricing and Product Design for Vice Goods: A Strategic Analysis," Marketing Science, INFORMS, vol. 37(4), pages 592-610, August.
    21. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    22. Ricci, Michael A., 2022. "How better client service performance affects auditors' willingness to challenge management's preferred accounting," Accounting, Organizations and Society, Elsevier, vol. 103(C).
    23. Otterbring, Tobias & Shams, Poja, 2019. "Mirror, mirror, on the menu: Visual reminders of overweight stimulate healthier meal choices," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 177-183.

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