The Backdoor to Overconsumption: The Effect of Associating “Low-Fat” Food with Health References | Zendy

Kelly Geyskens | Zendy; Mario Pandelaere | Zendy; Siegfried Dewitte | Zendy; Luk Warlop | Zendy

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The Backdoor to Overconsumption: The Effect of Associating “Low-Fat” Food with Health References

Author(s) -

Kelly Geyskens,

Mario Pandelaere,

Siegfried Dewitte,

Luk Warlop

Publication year - 2007

Publication title -

journal of public policy and marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.162

H-Index - 74

eISSN - 1547-7207

pISSN - 0743-9156

DOI - 10.1509/jppm.26.1.118

Subject(s) - overconsumption , priming (agriculture) , obesity , consumption (sociology) , public health , psychology , health benefits , food science , environmental health , marketing , advertising , medicine , business , chemistry , economics , sociology , traditional medicine , biology , social science , endocrinology , botany , germination , nursing , production (economics) , macroeconomics

Using a priming procedure, the authors study the influence of associating low-fat snack products with contextual health references (e.g., words, such as diet and fiber) on the consumption of these products. Health primes increase consumption of low-fat potato chips (Study 1) and lead consumers to report that they are closer to their ideal weight (Study 2). These results indicate that associating low-fat products with health references may contribute to rather than solve the obesity problem, and they have useful implications for public policy and society.

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