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Dieters are a target group: they calculate the calories, sugar and fat content and conscientiously ask for dressing on the side. Right? University of South Carolina; Beth Vallen, assistant professor of marketing at Loyola University Maryland; and Stefanie Rosen Robinson, a graduate student at the University of South Carolina, in a statement [PDF]. "Thus, dieters are likely to assume that a given element an unhealthy name (for example, pasta) is less healthy than an item assigned a healthy name (for example, salad), and they do not spend time considering other product information that might impact their product evaluations "
given the pervasiveness of health products lime currently on store shelves - marketed chips as milkshakes sold as "smoothies", sugary drinks repositioned as "flavored water" "vegetable chips." - which could lead to much confusion, the authors
.( More about TIME.com: "Why Obese People watching makes us want to eat more, not less")
In a series of experiments, the researchers asked participants - some who have dieting, some not -. to assess the relative safety and flavor of food, and measured these assessments against how many people consumed in one experiment, people were asked to imagine the command from a lunch menu and evaluate their health status or the "daily special salad" or the "daily special pasta" was. They were given a list of ingredients and photos of the dishes, which were in fact exactly the same - both contained romaine lettuce, diced tomatoes, onions, red peppers, pasta shells, salami, mozzarella cheese and a vinaigrette salted herbs. Both totaled 900 calories, with 60 grams of fat. The only difference is that one called a salad, and one pasta.
The label alone was sufficient to influence the diet "- but not nondieters' - Notes. When the product was called pasta, dieters were judged significantly less healthy than nondieters did. Interestingly, however, when it was given the name of "healthy" salad, it led to no difference in ranking between the two groups. (But, overall, dieters believed the same dish, when called salad was healthy.)
because dieters tend to be more sensitive to certain names of foods taboos - such as pasta, ice cream, chips and sweets - that people are not constantly watch their weight, and are more motivated to avoid. On the other hand, however, their judgment healthy food sounding no different from nondieters'. So the strategy of the typical diet is not necessarily to eat more good food, but rather to prevent disappointments.
( More on TIME.com: "Health-Washing :? Is" Healthy "Fast Food for Real")
Why are nondieters not as easily fooled by product labels? The authors write:
It is important to note here that we do not believe that the odds of nondieters reason are immune to the impact of the food name is that these people tend to assess food more consistently than the diet. In fact, we believe that the reason why the product name does not affect the nondieters assessments is that they have no motivation to spontaneously assess food safety or implicit associations between certain categories of food and healthfulness that dieters do.
In other words, people who are not concerned about the weight loss simply care less about that stuff.
In another experiment, dieters and nondieters were asked to assess the safety and flavor of acid Jelly beans Jelly Belly - presented as "fruit chews" or not only "candy Mash." the dieters more likely to evaluate chewing sweets as less healthy and less tasty than nondieters do, but, ironically, they ate more snack when he was named fruit chew.
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appears that dieters are so busy to avoid a long list of "forbidden" foods they are failing to take note of what really matters: product ingredients, not marketing hype
.The study was published in Journal of Consumer Research .
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