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The Health Halo: How low–fat foods can actually make you fatter

Wansink, B. & Chandon, P. (2006). Can “Low Fat” nutrition labels lead to obesity? Journal of Marketing Research, 43(4), 605-617.


A bag of crackers claiming to be low-fat.
foodandbrandlab@cornell.edu

Three recent studies done by the Food and Brand Lab found that putting low–fat labels on snack foods encouraged people to eat up to 50% more than those who saw labels without the low fat claim. Simply seeing the words 'low–fat' encouraged people in these studies to consume 84 extra calories! This happens because when consumers see the "low–fat" label on a product, they automatically assume it has fewer calories. On average, participants underestimated the calorie content of "low–fat" M&Ms and granola by 48% and 50%, respectively. Interestingly, people who are overweight seem to be extra–sensitive to low–fat labels: when given M&Ms with a low–fat label, they ate 60 more calories than normal–weight participants did.

A grocery shopper reads the label.

So why do low–fat labels cause people to overeat? One of the three studies found that giving participants a food with a "low–fat" label caused them to increase their perception of an appropriate serving size by 25.1%, regardless of whether a participant was overweight or normal weight. Additionally, participants believed that foods labeled as "low–fat" had about 260 fewer calories, and all participants said they would feel less guilty for eating "low–fat foods," especially the granola. However, the last study included objective serving size information on bags of low–fat granola, and concluded that this strategy was effective in preventing the overeating and overestimating serving sizes that occurs with low–fat labeling. Participants who received labels telling them their bags contained two servings reduced their intakes by 50 calories!

Article Summary by Ashleigh Eberly
Full text paper: (available as a pdf by clicking here)

Fix It: suggestions to avoid the low–fat trap


Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu