Health Claims, Overeating, and Flavor Intensity: Behavioral and Fmri Insights Into the Paradox of Low-Fat Food and High-Fat People

Hilke Plassmann, INSEAD, France
Pierre Chandon, INSEAD, France
Monica Wadhwa, INSEAD, Singapore
Nicolas Linder, University of Bonn, Germany
Bernd Weber, University of Bonn, Germany
If people expect “healthy” foods to taste less good, why do they eat more of them? Behavioral and fMRI studies suggest that this could be because health claims influence expectations about flavor intensity, and not just because of calorie compensation or goal balancing.
[ to cite ]:
Hilke Plassmann, Pierre Chandon, Monica Wadhwa, Nicolas Linder, and Bernd Weber (2011) ,"Health Claims, Overeating, and Flavor Intensity: Behavioral and Fmri Insights Into the Paradox of Low-Fat Food and High-Fat People", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 102-103.