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

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

50 Pages Posted: 19 Dec 2015  

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

Date Written: September 1, 2015

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.

Keywords: Satiation, Intuitions, Health, Obesity

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: https://ssrn.com/abstract=2705002

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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