The Multiple Ingredients Effect: The More Diverse (Un)Healthy Ingredients the More (Un)Healthy the Food

摘要

Although previous research has demonstrated that ingredient information plays a significant role in consumers’ healthier food choices, none of the research has investigated how the number of ingredients (ie, single vs multiple) influences consumer perceptions of food healthiness. However, this research argues that consumers have lay belief that the greater the number of (un)healthy ingredients in food, the more (un)healthy the food is perceived and they rely on the lay belief when judging food healthiness. Thus, this paper proposes and examines the multiple ingredients effect that people make inferences about food (un)healthiness based on the diversity of (un)healthy ingredients.