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The ‘Health Halo’ Effect

The ‘Health Halo’ Effect

A ‘health halo’ occurs when a single health buzzword or claim causes a consumer to have other unsubstantiated positive impressions of the product.

Health halos in food advertising take the form of short messages on food packaging about the health benefits of an item. Product labels containing the words ‘low fat’, ‘organic’ and ‘gluten-free’ are perceived as healthy choices and influence consumer purchasing behaviors.

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Research On ‘Health Halos’

Research On ‘Health Halos’

Protein bars are perceived as having an increased protein content and as healthier overall when the label reads “protein bar“ and “good source of protein. ”

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Health Buzzwords

Health Buzzwords

... like ‘protein’, ‘paleo’ and ‘organic’ are used in marketing as key selling points for many of today’s health products. Yet these words can also trick consumers into believing a product is healthier than it really is.

Inaccurate health messages can be dangerous as they ...

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Decreasing The Health Halo Effect

Decreasing The Health Halo Effect

It is difficult for consumers to differentiate and make healthy choices between products when there is a wide variation in serving sizes and nutritional values. So, increasing the amount of information will not help.

The best way to tackle it is fo...

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I believe we can live longer if we live healthier. Travel ninja. Problem solver.

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The Health Halo Effect

The Health Halo Effect

Happens when we overestimate the healthfulness of an item based on a single claim, such as being low in calories or low in fat.

This halo effect makes us more comfortable to eat more than we otherwise would if a product is promoted as low in fat or calories.

The “health halo” effect

The “health halo” effect

It occurs when food that has some healthy qualities is seen as being virtuous in all respects.

For example, many people think that organic foods are healthier because they're lower in calories and higher in fibre than their conventionally grown counterparts. But the te...

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