The "Healthy=Lighter" Heuristic

This article provides evidence for the healthy=lighter heuristic by showing that people infer healthier food to weight lighter than normal or unhealthy food. In the meantime, people also use weight as a cue to signal products’ healthiness: lighter products are more likely to contain healthier ingredients compared to heavy products.



Citation:

Nico Heuvinck, Yi Li, and Mario Pandelaere (2018) ,"The "Healthy=Lighter" Heuristic", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 593-593.

Authors

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

From a Culinary Phantasm to an Eudaimonic Well-Being : Exploring The Experience of Amateur Cooking Classes

Virginie Brégeon de Saint-Quentin, Ferrandi Paris, the french school of gastronomy
Ophélie Mugel, Chaire SDSC AgroParisTech, Université Paris Est

Read More

Featured

E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More

Featured

Metaphorically Transgressing the Brand Relationship

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.