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...

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.

• This effect often leads to consumers confusing “low fat” with “low calorie”, which results in the overconsumption of the former.
• When choosing between similar products with different names, consumers prefer products with healthier-sounding names.
• If you are eating at a restau...