People more likely to eat vegetables when marketed as 'indulgent'

Apparently Saucy Names Make Vegetables More Appealing

Apparently Saucy Names Make Vegetables More Appealing

"But we can just slightly change the language so that these words could create a sense of indulgence without altering what the food actually is".

Giving vegetables "seductive" names can increase sales by up to 25 per cent, according to a new study by United States researchers.

In one post she said: "So many good plants/fruits/veggies to eat you ain't gotta eat dead animals!"

For the study, a team of researchers at Stanford University in California experimented with randomly naming identical vegetable dishes in one of four ways: a basic description with plain names, a label stressing a lack of unhealthy components like sugar or fat, a tag identifying positive health properties like lots of vitamins or antioxidants or an indulgent moniker created to make the dish sound delicious and intriguing like "dynamite chili and tangy lime seasoned beets".

The study found that the right label can bring out positive emotions, boost consumers' wine liking and even encourage them to pay more for a bottle.

Turnwald and his team think this work can be used to motivate more people to eat more vegetables while dining out or picking food at the grocery store. There were no changes to to the food's preparation or presentation.

Researchers at Stanford University set to out to determine if vegetables could become more appealing if their name, just their title changed.

So on any given day, diners might have seen beets labeled one of four ways, for example: "Dynamite chili and tangy lime-seasoned beets" (indulgent); "Beets" (basic); "Lighter-choice beets with no added sugar" (Healthy restrictive); or "High-antioxidant beets" (Healthy positive).

Every day, researchers recorded various diners who selected a vegetable dish and would then weigh the food taken from the serving bowl.

A study, published as a research letter Monday in JAMA Internal Medicine, observed habits of almost 28 thousand diners passing through one of Stanford's campus cafeterias for 46 days.

The results showed that diners chose vegetables with more luxurious-sounding names 25% more often than when they had basic labels, 35% more than healthy positive labeling, and 41% more than healthy restrictive labeling.

Turnwald said that previous research has shown that people tend to think that healthy foods are less tasty and less enjoyable than standard foods.

Additionally, you may have noticed some food outlets, like Dunkin Donuts and McDonald's, have already included calorie counts on menu boards and online in an attempt to have diners make more health-conscious food choices.

"Our results represent a robust, applicable strategy for increasing vegetable consumption in adults: using the same indulgent, exciting and delicious descriptors as more popular, albeit less healthy, foods", the authors wrote.

"Further research should assess how well the effects generalise to other settings and explore the potential of indulgent labelling to help alleviate the pervasive cultural mindset that healthy foods are not tasty", the article concludes.

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