The unhealthy-tasty intuition for online recipes – When healthiness perceptions backfire

An increase in obesity rates has caused policymakers and marketers to promote a healthy lifestyle by advertising healthy recipes. However, despite the general awareness of the importance of healthy eating, little is known about consumers’ responses to healthy recipes. This study tests a common heuristic in the field of healthy foods, namely, the unhealthy-tasty intuition, in the new context of online recipes. An online experiment (representative...