With so much emphasis on organic, non-GMO foods these days, many consumers are under the false
impression that foods labeled “organic” are bound to be healthy.
Not so. An ooey-gooey-chewy fudge brownie by any other name is still packed with fat and calories
and will bust a diet just as fast as its nonorganic chocolaty cousin.
A recent study by Cornell University’s Food and Brand Lab researchers set out to discover what
factors an “organic” food label might influence. Results revealed that beyond giving the product a
favorable health bias, an “organic” label could significantly alter perceptions of taste, calories and value.
Some people appeared to be more susceptible to this “health halo” effect than others.
According to a summary by lead author Wan-chen Jenny Lee, 115 people were recruited from a local
shopping mall in Ithaca, New York, to participate in the study. Subjects were asked to evaluate three pairs
of products—two yogurts, two cookies and two potato chip portions. One item from each food pair
was labeled “organic,” while the other was labeled “regular.” The twist? All product pairs were organic
and identical. Participants were asked to rate the taste and caloric content of each item, and how much
they would be willing to pay for each. A questionnaire also inquired about each person’s environmental
and shopping habits.
“Even though these foods were all the same, the ÔÇÿorganic’ label greatly influenced people’s
perceptions,” reported Lee. “The cookies and yogurt were estimated to have significantly fewer calories
when labeled ÔÇÿorganic,’ and people were willing to pay up to 23.4% more for them. The nutritional
aspects of these foods were also greatly biased by the health halo effect. The ÔÇÿorganic’ cookies and yogurt
were said to taste ÔÇÿlower in fat’ than the ÔÇÿregular’ variety, and the ÔÇÿorganic’ cookies and chips were
thought to be more nutritious!
“The label even tricked people’s taste buds: when perceived as ÔÇÿorganic,’ chips seemed more
appetizing and yogurt was judged to be more flavorful. ÔÇÿRegular’ cookies were reported to taste
better—possibly because people often believe healthy foods are not tasty. All of these foods were
exactly the same, but a simple organic label made all the difference.”
Armed with this knowledge, you can coach clients to help themselves by teaching them to evaluate
food package marketing and nutrition labels with a more critical eye.
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