The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products
Raghunathan, Naylor and Hoyer, Journal of Marketing 70(4), 2006, 170-184. Four experiments: given healthiness information, a less healthy food item was judged tastier, enjoyed more during actual consumption and preferred more in choice when a hedonic goal was salient; present among people who hold the belief that health and taste conflict and to a lesser degree among those who do not; the link operates at an implicit level.
Raghunathan, Naylor and Hoyer, Journal of Marketing 70(4), 2006, 170-184. Four experiments: given healthiness information, a less healthy food item was judged tastier, enjoyed more during actual consumption and preferred more in choice when a hedonic goal was salient; present among people who hold the belief that health and taste conflict and to a lesser degree among those who do not; the link operates at an implicit level.
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Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184. doi:10.1509/jmkg.70.4.170 https://doi.org/10.1509/jmkg.70.4.170