The Presence Of Healthy Food Can Lead To Unhealthy Choices

Still think they have any idea about...anything?

"More restaurants and vending machines offer healthy choices these days, so why do Americans' waistlines continue to expand? A new study in the Journal of Consumer Research shows that some efforts to control eating may backfire.

Consumers may feel they have fulfilled a healthy eating goal even if they choose an unhealthy food, and the presence of a healthy option among food choices may draw their attention to the least-healthy choice available, according to authors Keith Wilcox (City University of New York), Beth Vallen (Loyola College), Lauren Block (City University of New York), and Gavan J. Fitzsimons (Duke University)."

As Fitness Watch readers know, it is, and always has been, a horse to water matter.

Or maybe, more accurately, an elephant to water matter.

Whatever.

"Just because we consumers want to see healthier items available does not mean that we are going to choose them,' write the authors. 'We present evidence that for many consumers, the addition of healthy alternatives to food choice sets can, ironically, increase the consumption of very indulgent food items.'"

Yup.

"In a series of four studies, the researchers examined how consumers' food choices differed when a healthy item was included in a set compared to when it was not available. The study results showed that the mere presence of a healthy item vicariously fulfills health-related eating goals, drives attention to the least-healthy choice, and provides people with license to indulge in tempting foods. They also demonstrated that these effects were more pronounced in people with relatively high levels of self-control."

Another reason to not pay for out-of-control brontosapiens.