Price of food affects perception of its health benefits

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A recent study found that the price of food affects consumers’ perceptions of what is healthy. According to study results, people tend to believe that in order for food to be healthy that it must be more expensive. Researchers were looking to examine the lay theory that we have to pay more in order to eat health. People use lay theories to understand the world around them whether the theories are true or false.

Researchers used five different studies that had different participants. What researchers noted was that people make their choices based on the belief that healthy food has to be more expensive than unhealthy food.

Consumers should be aware of this unconscious bias when shopping and take the time to compare nutrition labels and, if necessary, research products prior to going to the grocery store. Making shopping decisions based on fact rather than emotion will make for healthier food decisions.*

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