{"id":4407,"date":"2023-03-15T10:13:05","date_gmt":"2023-03-15T09:13:05","guid":{"rendered":"https:\/\/insights.ieseg.fr\/?p=4407"},"modified":"2024-04-11T11:15:51","modified_gmt":"2024-04-11T09:15:51","slug":"healthy-food-choices-and-the-light-conundrum","status":"publish","type":"post","link":"https:\/\/insights.ieseg.fr\/en\/resource-center\/healthy-food-choices-and-the-light-conundrum\/","title":{"rendered":"Healthy food choices and the &#8216;light conundrum&#8217;"},"content":{"rendered":"\n<p>Consumers often buy or see healthy versions of \u2018regular\u2019 food products which have a \u201cLight\u201d label. This is used to describe lower levels of calories, sodium or fat. However, light also has another more literal meaning: low in weight. Nico HEUVINCK and his co-authors decided to study whether consumers may unconsciously link these two meanings \u2013 for example by associating products that weigh less as being healthier and vice versa.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"60 Seconds Inside Research - Healthy food choices and the &#039;light conundrum&#039;\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/buHgC92SMgU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n<div class=\"information\">\r\n\t\t<div class=\"element\">\r\n\t\t<p class=\"title\"><\/p>\r\n\t\t<p>More information is available in their paper in the Journal of Consumer Psychology \u201cThe Light\u2009=\u2009Healthy Intuition\u201d (April 2022), Yi Li (<strong>Macquarie University)<\/strong>, Nico Heuvinck and Mario Pandelaere (<strong data-rich-text-format-boundary=\"true\">Virginia Tech University).<\/strong><\/p>\n<\/div>\r\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/expert\/nico-heuvinck\/\">Nico Heuvinc<\/a>k is Professor of Marketing &amp; Academic Director of the\u00a0<a href=\"https:\/\/www.ieseg.fr\/en\/programs\/specialized-masters\/master-digital-marketing-crm\/\">Master in Digital Marketing &amp; CRM<\/a>\u00a0at I\u00c9SEG. He has a Ph.D. in Marketing from Ghent University (Belgium). Nico is an expert in consumer behavior and investigates various consumer psychology related phenomena such as: consumer lay beliefs in healthy food decision making; the role of sensory marketing and store atmospherics in retail settings; how consumers react to algorithmic versus human decision-making and biases; the drivers of ethical perceptions of brands, and the role of two-sided advertising in marketing communication. <\/p>\n\n\n\n<p>His research has been published in leading international marketing journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Business Ethics, and the International Journal of Advertising and featured in different international media including Harvard Business Review and The Times.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this video, Professor Nico HEUVINCK speaks about his research on the way people make healthy food choices. According to the expert, people take around 200 food-related decisions each day. However, less than 15% of these are made consciously. Therefore, people often use mental shortcuts when it comes to choosing food.<\/p>\n","protected":false},"author":3,"featured_media":2193,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[488,489],"tags":[840,250,899,368],"article-type":[13],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.5.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Healthy food choices and the &#039;light conundrum&#039;<\/title>\n<meta name=\"description\" content=\"In this video, Professor Nico HEUVINCK speaks about his research on the way people make healthy food choices.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/healthy-food-choices-and-the-light-conundrum\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Healthy food choices and the &#039;light conundrum&#039;\" \/>\n<meta property=\"og:description\" content=\"In this video, Professor Nico HEUVINCK speaks about his research on the way people make healthy food choices.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/insights.ieseg.fr\/en\/resource-center\/healthy-food-choices-and-the-light-conundrum\/\" \/>\n<meta property=\"og:site_name\" content=\"I\u00c9SEG Insights\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-15T09:13:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-11T09:15:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/insights.ieseg.fr\/wp-content\/uploads\/2022\/08\/iStock-1224331240.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta 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