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The ``organic'' path to obesity? Organic claims influence calorie judgments and exercise recommendations

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  • Jonathon P. Schuldt
  • Norbert Schwarz

Abstract

Labeling a food as "organic" entails a claim about its production but is silent on its calorie content. Nevertheless, people infer that organic cookies are lower in calories and can be eaten more often than conventional cookies (Study 1). These inferences are observed even when the nutrition label conveys identical calorie content and are more pronounced among perceivers high on pro-environmentalism. Moreover, when evaluating a person with a weight-loss goal, forgoing exercise is deemed more acceptable when the person has just chosen organic rather than conventional dessert (Study 2). These results reflect an "organic/natural"-"healthy" association that is capable of biasing everyday judgments about diet and exercise.

Suggested Citation

  • Jonathon P. Schuldt & Norbert Schwarz, 2010. "The ``organic'' path to obesity? Organic claims influence calorie judgments and exercise recommendations," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 5(3), pages 144-150, June.
  • Handle: RePEc:jdm:journl:v:5:y:2010:i:3:p:144-150
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    Citations

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    Cited by:

    1. Marietta Kiss & Kontor Eniko & Kun Andras Istvan, 2015. "The Effect Of 'Organic' Labels On Consumer Perception Of Chocolates," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 448-457, July.
    2. Muller, L. & Prevost, M., 2016. "What cognitive sciences have to say about the impacts of nutritional labelling formats," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 17-29.
    3. Bimbo, Francesco & Bonanno, Alessandro & Viscecchia, Rosaria & Nardone, Gianluca, 2014. "Market valuation of health claims’ types and strength: the Italian yogurt market," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182738, European Association of Agricultural Economists.
    4. repec:eee:jbrese:v:83:y:2018:i:c:p:186-201 is not listed on IDEAS

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