Researchers have found the reason why recent trend toward healthy eating behaviours haven’t been successful to curb obesity and health awareness campaigns have failed. The researchers have found that people still make their eating choices based on just taste, and tend to avoid healthy food due to same.
The researchers found that unhealthy is widely associated with being tasty, and taste is the main driver of food decisions. There is little research on the conflict between healthiness and tastiness. Those who were observed were given a variety of yoghurts that differed in sugar and fat quantity. Even when they were given better information about the ingredients, this was not a sufficient to encourage choosing the healthier yogurt. The strategy was especially ineffective for those eaters who needed it most, because the least health-conscious eaters were also the least likely to take any new health information into consideration.
It was this tastiness factor that, in the end, drove the decision-making for both healthy and unhealthy eaters, and it could not be overcome simply by raising health consciousness. The study is published in the Journal of Public Policy and Marketing.
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