To your health

January 2007
Marketing Management;Jan/Feb2007, Vol. 16 Issue 1, p5
The article discusses a study from the "Journal of Marketing" entitled "The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment, and Choice of Food Products," from the October 2006 issue. The study, which was conducted by Rajagopal Raghunathan, Rebecca Walker Naylor, and Wayne D. Hoyer, revealed that foods that are perceived as less healthy are inferred to taste better, are enjoyed more by eaters, and are preferred in certain tasks. To control these effects, marketers should provide consumers with more information about what constitutes "healthy."


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