Dearer means gooder
Consumers are so convinced that healthy food is more expensive than cheap food that they simply do not believe that food is healthy unless it costs more. Not only that, it was found that when presented with an unfamiliar ingredient claimed to offer health benefits the consumers only thought the health benefit was of interest if the ingredient was expensive.
So it seems that the price of food alone can impact our perceptions of what is healthy and even what health issues we should be concerned about.
This does mean that marketers can charge more for products that are touted as healthy if they want to maximise sales.
Rebecca Reczek from the Ohio State University’s Fisher College of Business conducted the study with Kelly Haws of Vanderbilt University and Kevin Sample of the University of Georgia. Their results appear online in the Journal of Consumer Research.
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