The Influence of Belief-Consistent Nutrition Information on Food Consumption

Ga-Eun (Grace) Oh, Hong Kong University of Science and Technology
Young Eun Huh, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
This research examines the effect of nutrition information that is consistent with consumers' category-based beliefs. Consumption decisions, for either healthy or unhealthy foods, are not materially influenced by belief-consistent nutrition information (Study 1). However, after having chosen either a healthy or an unhealthy item, a subsequent decision regarding indulgent food is indeed affected by the prior presence of belief-consistent nutrition information (Study 2). Specifically, people who had made a healthy [unhealthy] choice in the presence of calorie information were less [more] likely to want to indulge afterwards.
[ to cite ]:
Ga-Eun (Grace) Oh, Young Eun Huh, and Anirban Mukhopadhyay (2014) ,"The Influence of Belief-Consistent Nutrition Information on Food Consumption ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 802-802.