Changing Implicit Beliefs Through Advertising: Exploring One of the Origins of the “Unhealthy=Tasty” Intuition

Carolina Werle, Grenoble Ecole de Management, France
Olivier Trendel, Grenoble Ecole de Management, Fance
Unhealthy foods are implicitly associated with good taste and this intuition influences taste perceptions, favoring the consumption of unhealthy options and contributing to the obesity epidemics. In two studies we show that this intuition is culture dependent and that advertising images can change the implicit belief in the intuition.
[ to cite ]:
Carolina Werle and Olivier Trendel (2012) ,"Changing Implicit Beliefs Through Advertising: Exploring One of the Origins of the “Unhealthy=Tasty” Intuition", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1107-1107.