The Local Halo: Local Foods Are Perceived As Both Healthy and Tasty

Much prior research finds that consumers believe that healthy foods are not tasty. The current research finds a “local halo”: labeling a food as “local” leads consumers to perceive it as simultaneously both tasty and healthy, overcoming the healthy = not tasty intuition.


Steven K. Dallas, Peggy J. Liu, and Gavan J. Fitzsimons (2016) ,"The Local Halo: Local Foods Are Perceived As Both Healthy and Tasty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 213-217.


Steven K. Dallas, New York University, USA
Peggy J. Liu, University of Pittsburgh, USA
Gavan J. Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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