The influence of food labels with indulgent language on healthy food choices: Sensory versus hedonic.

Abstract

The use of indulgent language on food labels of healthy food (e.g., tasty and satisfying vegetables) may be an effective strategy to stimulate healthy food choices. Previous studies suggest that indulgent language activates rewarding eating simulations of previously rewarding experiences stored in memory that lead to a higher desire for healthy food and increase healthy food selection. Which aspect of indulgent language on food labels has an influence is unclear. The effect of indulgent language may also differ when presented in L1 versus L2. The purpose of the present study was to investigate what the influences are of Label Type (sensory vs hedonic vs neutral) and Language Choice (L1/Dutch vs L2/English) on food labels of healthy foods on the desire, eating simulations and intention to buy healthy food. Food labels with sensory language led to more eating simulations compared to food labels with hedonic and neutral language.