The Low Intensity of Light: Behavioral and Fmri Insights Into the Effects of “Light” and “Organic” Claims on Flavor Processing

Hilke Plassmann, INSEAD, France
Pierre Chandon, INSEAD, France
Monica Wadhwa, INSEAD, France
Nicolas Linder, University of Bonn, Germany
Bernd Weber, University of Bonn, Germany
As the popularity of healthfulness food claims increases, so do consumers’ waistlines. But why? We find that light claims reduce expected and self-reported flavor pleasantness and intensity whereas “organic” claims have the opposite effect. However, fMRI data suggest that people confuse flavor intensity and pleasantness.
[ to cite ]:
Hilke Plassmann, Pierre Chandon, Monica Wadhwa, Nicolas Linder, and Bernd Weber (2012) ,"The Low Intensity of Light: Behavioral and Fmri Insights Into the Effects of “Light” and “Organic” Claims on Flavor Processing", 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: 173-177.