Abstract

http://ssrn.com/abstract=2705002
 


 



Eating Healthy or Feeling Empty? How the 'Healthy=Less Filling' Intuition Influences Satiety


Jacob Suher


University of Texas at Austin - Department of Marketing

Rajagopal Raghunathan


University of Texas at Austin - Red McCombs School of Business

Wayne Hoyer


Independent

September 1, 2015

Suher, Jacob, Raj Raghunathan, and Wayne D. Hoyer (2016), "Eating Healthy or Feeling Empty? How the "Healthy=Less Filling" Intuition Influences Satiety," Journal of the Association for Consumer Research, 1 (1), Forthcoming

Abstract:     
To help understand the unconscious drivers of overeating, we examine the effect of health portrayals on people’s judgments of the fillingness of food. An implicit association test and two consumption studies provide evidence that people hold an implicit belief that healthy foods are less filling than unhealthy foods, an effect we label the “healthy=less filling” intuition. The consumption studies provide evidence that people order greater quantities of food, consume more of it, and are less full after consuming a food portrayed as more versus less healthy. In addition, we demonstrate a novel tactic for reversing consumers’ intuitions: highlighting the nourishing aspects of healthy food mitigates the belief that it is less filling. Taken together, these findings add to the burgeoning body of work on the psychological causes of weight-gain and obesity and points to a way of overturning the pernicious effects of the “healthy=less filling” intuition.

Number of Pages in PDF File: 50

Keywords: Satiation, Intuitions, Health, Obesity


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Date posted: December 19, 2015  

Suggested Citation

Suher, Jacob and Raghunathan, Rajagopal and Hoyer, Wayne, Eating Healthy or Feeling Empty? How the 'Healthy=Less Filling' Intuition Influences Satiety (September 1, 2015). Suher, Jacob, Raj Raghunathan, and Wayne D. Hoyer (2016), "Eating Healthy or Feeling Empty? How the "Healthy=Less Filling" Intuition Influences Satiety," Journal of the Association for Consumer Research, 1 (1), Forthcoming. Available at SSRN: http://ssrn.com/abstract=2705002

Contact Information

Jacob A. Suher (Contact Author)
University of Texas at Austin - Department of Marketing ( email )
Austin, TX
United States
Rajagopal Raghunathan
University of Texas at Austin - Red McCombs School of Business ( email )
Austin, TX 78712
United States
Wayne Hoyer
Independent ( email )
No Address Available
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