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

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.


Raj Raghunathan, Rebecca Naylor, and Kalpesh Desai (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 .


Raj Raghunathan, University of Texas at Austin, USA
Rebecca Naylor, Ohio State University, USA
Kalpesh Desai, State University of New York at Binghampton, USA


NA - Advances in Consumer Research Volume 37 | 2010

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