If It’S Useful and You Know It, Do You Eat? Preschoolers Refrain From Instrumental Food

Michal Maimaran, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA
Five studies, using real consumption and taste rating as dependent measures, show that preschoolers (3-5.5 years old) infer that food that is instrumental to achieving health or intellectual goals is less tasty, and therefore they consume less of it, compared to presenting the food with a neutral or taste frame.
[ to cite ]:
Michal Maimaran and Ayelet Fishbach (2014) ,"If It’S Useful and You Know It, Do You Eat? Preschoolers Refrain From Instrumental Food", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 598-599.