Evil Intuitions: Why Belief in the “Unhealthy = Tasty” Intuition Leads to Unhealthy Food Choices

Raj Raghunathan, University of Texas at Austin, USA
Rebecca Naylor, Ohio State University, USA
Kalpesh Desai, State University of New York at Binghampton, USA
Kelly Haws, Karthik Sridhar, Texas A&M University, USA; State University of New York at Binghampton, USA
This research explores the impact of belief in the unhealthy = tasty intuition on consumers’ food choices. In studies 1 and 2 we show that belief in the intuition leads to both a higher propensity to purchase less healthy items from a grocery store and to greater enjoyment and consumption of a less healthy snack. In study 3, we demonstrate that self-control resource depletion mediates the relationship between belief in the intuition and the propensity to seek unhealthy food. Finally, in study 4, we document a link between belief in the intuition and obesity.
[ to cite ]:
Raj Raghunathan, Rebecca Naylor, Kalpesh Desai, and Kelly Haws, Karthik Sridhar (2010) ,"Evil Intuitions: Why Belief in the “Unhealthy = Tasty” Intuition Leads to Unhealthy Food Choices", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 250-253 .