Practicing the (un)healthy = tasty intuition: Toward an ecological view of the relationship between health and taste in consumer judgments

Recent research has provided some first indications that not all consumers apply an unhealthy = more tasty heuristic when judging the healthiness and tastiness of food products. To address the question of whether and when consumers perceive food in accordance with unhealthy = tasty or healthy = tasty views, we conducted two studies in two European countries with consumers who were stratified along important demographic characteristics. In both...