The backdoor to overconsumption: the effect of associating ‘low-fat’ food with health
Geyskens, Kelly Pandelaere, Mario Dewitte, Siegfried Warlop, Luk #
European Marketing Academy Conference: Flexible marketing in an unpredictable world edition:36 location:Reykjavik, Iceland date:22-25 May 2007
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 lowfat products with health references may contribute to rather than solve the obesity problem, and they have useful implications for public policy and society.