Tempting Foods and the Junk Food Myth

Abstract

One roadblock to healthy eating is the belief that healthy foods are more expensive than foods with added fats and sugars. However, much evidence suggests that healthy eating is actually less expensive (Carlson & Frazoa, 2012), raising the possibility that endorsement of this belief might stem from people's desire to justify eating unhealthy foods. We tested this hypothesis across four studies examining the relationship between one's desire to eat unhealthy foods and their endorsement of the Healthy Eating is Expensive Heuristic (HEEH). Study 1 found the HEEH is predictive of poorer eating habits and higher Body Mass Index (BMI). The results of studies 2 and 3 revealed that the presence of tempting junk food cues in one's environment increases people's endorsement of the HEEH. Study 4 extended these results by examining the impact one's level of food restraint (i.e. whether they are a restrained or unrestrained eater) on the effects observed in studies 2 and 3. As predicted, unrestrained eaters responded to the food cues by greater endorsement of the HEEH. Restrained eaters responded by demonstrating a lesser endorsement of the HEEH. Results support the hypothesis that one's desire to eat unhealthful foods may play an important role in perpetuating the belief that healthy foods are more expensive than less healthful options.