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In a surprising twist, a new study has found that sampling a healthy food item at a store or restaurant might inadvertently lead consumers to make less healthy purchases. The research, published in the Journal of the Academy of Marketing Science, explores the counterintuitive effects of complimentary food samples on subsequent buying behavior.
Led by Professor Dipayan Biswas of the University of South Florida, the study presents a series of experiments, including four field studies, to investigate this phenomenon. The findings suggest that while consumers may initially perceive sampling healthy foods as beneficial, it can sometimes result in a paradoxical outcome—prompting the purchase of more indulgent, less healthy items.
Key Findings:
- Impact of Sampling: Sampling a healthy food item can lead to a higher likelihood of purchasing unhealthy foods, especially when the healthy sample is noticeably different from the other options available in the store or restaurant.
- Similarity Effect: Conversely, when the sampled healthy food is similar to the other available options, consumers are more inclined to continue making healthy choices. The perception of consistency in the food offerings seems to reinforce healthier purchasing decisions.
- False Virtue: The study highlights the risk of consumers feeling a sense of “virtue” from sampling a healthy item, which may lead them to indulge in less healthy foods later on. This sense of moral balance might mislead consumers into thinking they have “earned” the right to make less health-conscious choices.
- Consumer Awareness: To mitigate the influence of this effect, consumers are encouraged to consider how similar the sampled food is to their intended purchases and recognize how this might affect their overall buying behavior.
“Our study looked at whether a free complimentary healthy food item can actually be bad for you,” said Professor Biswas. “What we found was that getting one at a store or restaurant can lead consumers to subsequently purchase indulgent foods.”
The research underscores the importance of being mindful of how food sampling can impact consumer behavior and suggests that a more thoughtful approach to food choices can help avoid the pitfalls of unintended indulgence.
For more details, refer to the study: Dipayan Biswas et al, “Effects of Sampling Healthy Versus Unhealthy Foods on Subsequent Food Purchases,” Journal of the Academy of Marketing Science (2024). DOI: 10.1007/s11747-024-01047-4.
