Research: price of food determines how healthy we are

Do you also believe that healthy eating is a costly business? Then you read better further, because a study in the Journal of Consumer Research has shown that that idea is mostly in our heads. And marketers there useful make use of.

© Getty Images/iStockphoto

You buy rather a small packet of granola from 7 euros than that of the A-brand of your local supermarket, because that first be healthier? Than stairs you are probably in a carefully plotted marketingval. The chances are that both brands as many contain sugars, but that the so-called “health halo” it has done its job.

That health halo is that interesting phenomenon where you get a salad completes with a generous amount of cheese, bacon bits and croutons and then sincerely convinced remains that you have a healthy meal to eat. Technically, this is a – probably very tasty salad, but not the healthy times that you maybe thought it would be. The same effect plays in the price of products: add to any product with a expensive price and the look is a suit and healthier. Even though this doesn’t have to knock.

Examples of how we would like to go deeper into our portfolio groping for something which we think is healthier (but that don’t really have to), are legion. Just think of the prevalence of gluten-free products: a good thing for those who actually suffer from celiac disease suffers, but it is not healthier for the other 99 % of the population.


“The price of food is not only decisive for our perceptions about how healthy something is, but even about what health issues we consider important would need to find.”

In the study, several experiments were included. So it was that asked participants how much the new product, granola bites’, according to them, cost. When there is a gezondheidsscore A on the label adorned, was the listed price is remarkably higher than when the product is just a gezondheidsgraad C got pasted. Equally striking was the experiment which showed that this mechanism also in the other direction: participants who have a cracker ate which was told that he was expensive, rated him as a healthier than a cheap cracker.

During another experiment found a group of people ooggezondheid a more important case when they are informed about an unknown but expensive product that their sight would protect then when they do the same chat on a cheap product. “That is worrying,” says co-author of the study and professor in marketing at the Ohio State University Rebecca Reczek. “Our findings suggest that the price of food not only influences our perceptions about how healthy something is, but even about what health issues we consider important would need to find.”

“It is easier for us to be there during the shopping, to assume that expensive products are better, so we can assume that you are healthy you can eat if you are willing to dig deep enough in your wallet to suffer. But we need not to be fooled. Everyone can nutrition tables reading and research to do before you go to the store,” reports Reczek. Decisions she does with an advice: “You used in your purchases better your mind than your intuition.”

Follow us

Don't be shy, get in touch. We love meeting interesting people and making new friends.

Most popular