Research found out that people believe that healthy foods are expensive and higher prices are better for health

ByA Healthier Michigan

Studies on "food prices" have revealed that consumers believe that good healthy foods are expensive and believe that the higher the higher the score, the better the health should be .

The strange effects of thinking healthy food is costlier | News Room - The Ohio State University
https://news.osu.edu/news/2016/12/19/healthy-expensive/


This is Ohio State University'sRebecca · W · RekuzekuIn a study conducted by Mr. Kelly Hoze of Vanderbilt University and Kevin Sample of the University of Georgia, "Journal of Consumer ResearchIt is published in ".

British psychologist Adrian Farnham discusses the theories and beliefs of ordinary people in everyday world "Solder theory social psychology of everydaynessI am writing a book called "The book. This "theory that an ordinary person holds" is based on common sense for that person to the last, whether it is truth or not has nothing to do. One such "amateur theory" is "to be healthy = expensive", Mr. Rezekek et al focused on this research.

◆ Experiment 1: Health grade of granola

ByStacy Spensley

The first experiment was based on the health grades of granola's new products. Health grade is high (closer to A) indicates healthier thing. One group of subjects was told that "Granola's health grade is A minus" and the other group is "granola health grade C".

After that, when I asked about the price of granola, I gave a higher value than the group I heard that the group who heard that the grade is A minus is C.

◆ Experiment 2: Luncheon for colleagues

ByMeal Makeover Moms

The second experiment is "to buy lunch for my colleague". Subjects were also divided into group A and group B, and only group A was given information that "colleagues want to eat healthy lunch". Lunch is two choices, one is "chicken balsamico wrap" and the other is "roast chicken wrap". Prices were changed by subjects, balsamic was set to expensive for half A group and half B group, and roast chicken to expensive for the rest.

As a result, people in Group A tend to "choose high items" regardless of which item was set to be expensive.

◆ Experiment 3:Trail MixHow to sell

BySara Milne

The third experiment was supposed to be "if you buy a trail mix of four different prices". The subjects were told about the characteristics of each trail mix, but the researchers focused on "Perfect Vision · Mix" among them, and in a group of subjects "Vitamin A good for eye health It was reported that it was abundant ", and another group reported that" DHA rich in eye health is abundant. "

Both Vitamin A and DHA are certainly good ingredients for eye health, but some of the subjects at this time did not know about DHA in detail. After giving information about the trail mix, I asked the subjects questions, "People believe that" Vitamin A Pushing "is equally important element regardless of price. On the other hand, when "DHA presumption" was higher than the average price of other trail mix, I realized that "DHA apparently seems to be an important element for health".

Mr. Leczek said, "People are familiar with vitamin A, so you can understand the value without the information on the price of the trail mix, but since you do not know much about DHA, it is" healthy = Based on the "solder theory" that it is expensive, we judge that if the price is high, it is healthy. "

By the way, about DHAMacular degenerationWhen given information to prevent, people recognized that the more expensive the trail mix is, this is a serious health problem, but if the price is average then the interest in macular degeneration Results like side effects from the "healthy = expensive" theory that it loses also appeared.

◆ Experiment 4: The world's healthiest protein bar

ByRobertstinnett

The final experiment is to evaluate the new product with the brand slogan "world's healthy protein bar". To the subjects, it was commonly reported that this type of protein bar is an average of 2 dollars (about 240 yen), and in part of the subjects "a new product is $ 0.99 (about 120 yen)", the rest "The price of a new product is 4 dollars (about 470 yen)" was told.

In this experiment, I tried to see the evaluation of others before evaluating the new product, but more than the subject who heard that the subject was reported as being $ 4 for a price of $ 0.99 There was a tendency to check the evaluation. It was because I did not think that "the world's healthy protein bar" is cheaper than the average, and he said that he accepted "to make $ 4 twice the average" easily.

Based on these results, Mr. Lesekek comments that people must accept that they are biased to their perception of "healthy = expensive" and overcome it.