When Healthy Food Makes You Hungry

We propose that healthful food labels (e.g. “low fat” or “fat free”) cue people to feel hungry, which increases the consumption of unrelated food items. This effect is driven by a perception of progress towards a person’s goal of being a healthy individual as a result of exposure to healthy food labels. Consequently, a person feels that the competing motivation of satisfying hunger was neglected and increases food consumption. We report five experiments that manipulated the exposure to healthy product labels and document increased subjective feelings of hunger, perceived progress towards the health goal, and actual food consumption.


Ayelet Fishbach and Stacey Finkelstein (2009) ,"When Healthy Food Makes You Hungry", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 181-183.


Ayelet Fishbach , University of Chicago, USA
Stacey Finkelstein , University of Chicago, USA


NA - Advances in Consumer Research Volume 36 | 2009

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