Are additives unnatural? Generality and mechanisms of additivity dominance

Naturalness is important and valued by most lay Western individuals. Yet, little is known about the lay meaning of “natural”. We examine the phenomenon of additivity dominance: adding something to a natural product (additive) reduces naturalness more than removing an equivalent entity (“subtractive”). We demonstrate additivity dominance for the first time using equivalent adding and subtracting procedures. We find that adding something reduces...