Why Dieters Are Easily Misled By Food Names

That's why.

Dieters are so involved with trying to eat virtuously that they are more likely than non-dieters to choose unhealthy foods that are labeled as healthy, according to a new study in the Journal of Consumer Research. It seems dieter focus on food names can work to their disadvantage...

These days, restaurant salads can include ingredients that dieters would be likely to avoid (meats, cheeses, breads, and pasta). Potato chips are labeled "veggie chips," milkshakes are called "smoothies," and sugary drinks are named "flavored water." Why are dieters, who are supposedly more attuned to healthy foods, likely to be confused by these labels?

"Over time, dieters learn to focus on simply avoiding foods that they recognize as forbidden based on product name," the authors explain. "Thus, dieters likely assume that an item assigned an unhealthy name (for example, pasta) is less healthy than an item assigned a healthy name (for example, salad), and they do not spend time considering other product information that might impact their product evaluations." Non-dieters do not learn to avoid foods based on names and, given that they are not focused on healthful eating, are more likely to dismiss cues that imply healthfulness, including name.

If they were "so involved with trying to eat virtuously" they would not be fooled.