What makes a food healthy? Sex differences in what is associated to healthiness evaluations

Beyond sugar: Exploring the influence of health and naturalness framing on attitudes towards products with sweet proteins in Europe

Amidst rising obesity rates in the EU and the significant public health impact of excessive sugar consumption, the debate on reducing sugar through reformulation with sweet proteins derived from precision fermentation gains prominence, presenting a viable alternative to traditional sugars and conventional sweeteners. We conducted two studies to investigate the effects of health (emphasizing sugar reduction) versus naturalness (highlighting sweet proteins as alternatives to artificial sweeteners) message framing on the acceptance of products reformulated with sweet proteins. Study 1 (N = 296, Denmark) evaluated the impact of health and naturalness message framing on attitudes towards such reformulations. Study 2, in a cross-cultural sample (N = 3,000 Denmark, Germany, and Poland), tested the mediating role of health perceptions and the moderating effects of BMI and guilt (Study 2a), as well as naturalness perceptions, sweetener use, and pleasure (Study 2b) on product attitudes. Results of Study 1 indicated that healthiness perceptions had a more persuasive influence than naturalness perceptions. The cross-cultural findings of Studies 2a and 2b revealed that BMI, sweetener usage frequency, anticipatory guilt, and pleasure can modulate these effects. These insights suggest that while both perceived healthiness and naturalness shape attitudes towards sweet protein-enriched products, the significance of health perceptions prevails, with anticipatory emotions of guilt enhancing this influence, particularly when sweet proteins substitute added sugar. Such evidence holds substantial implications for strategies aimed at reducing sugar consumption and fostering the acceptance of products containing alternative sweeteners.

Framed or Unframed? An empirical study of the impact of food brand logo frame on consumers' food preferences

Despite the widespread use of food brand logo frame in food brand logo cues, little is known about how food brand logo frame influences consumers' food preferences. Through five studies, this article explores the food brand logo frame on consumers' food preferences for different food types. For utilitarian foods, framed (vs unframed) food brand logos result in higher (lower) consumers' food preferences (Study 1), and this framing effect is driven by the psychological mechanism of food safety associations (Study 2); for hedonic foods, unframed (vs framed) food brand logos result in higher (lower) consumers' food preferences (Study 3), and this framing effect is driven by the psychological mechanism of food confinement associations (Study 4). Furthermore, this framing effect was also observed among UK consumers (Study 5). The findings contribute to the literature of brand logo and frame effect, as well as to the literature of food association, and bear important implications regarding food brand logo frame design for food marketers when developing food brand logo programs.

The role of associative learning in healthy and sustainable food evaluations: An event-related potential study

Individuals in industrialized societies frequently include processed foods in their diet. However, overconsumption of heavily processed foods leads to imbalanced calorie intakes as well as negative health consequences and environmental impacts. In the present study, normal-weight healthy individuals were recruited in order to test whether associative learning (Evaluative Conditioning, EC) could strengthen the association between food-types (minimally processed and heavily processed foods) and concepts (e.g., healthiness), and whether these changes would be reflected at the implicit associations, at the explicit ratings and in behavioral choices. A Semantic Congruency task (SC) during electroencephalography recordings was used to examine the neural signature of newly acquired associations between foods and concepts. The accuracy after EC towards minimally processed food (MP-food) in the SC task significantly increased, indicating strengthened associations between MP-food and the concept of healthiness through EC. At the neural level, a more negative amplitude of the N400 waveform, which reflects semantic incongruency, was shown in response to MP-foods paired with the concept of unhealthiness in proximity of the dorsal lateral prefrontal cortex (DLPFC). This implied the possible role of the left DLPFC in changing food representations by integrating stimuli's features with existing food-relevant information. Finally, the N400 effect was modulated by individuals' attentional impulsivity as well as restrained eating behavior.