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"Diana, just a quick heads up to let you know we are still using your cookbook and the guys will often be heard saying what would Diana say about this or that....really good feed back... I made your potato salad and the oriental coleslaw on Sat. for a family luncheon and had rave reviews so thanks again."
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Organic Labels and the” Health Halo Effect”
Consumers rely on labels for information. In fact 52% of Canadians say they read the food label when grocery shopping. But are we getting swept off our feet by the “health halo effect”?
The perception that “organic” means “healthy” is so strong that consumers are making purchase decisions based on the word. Studies have shown that the simple label “organic” can lead us to think that a food is healthier through what is known as the “health halo effect”. A study done by Cornell University showed that not only do organic labels influence health views, but also perception of taste, calories and value. Some people are more susceptible than others.
115 grocery shoppers in New York were asked to evaluate 3 pairs of products. 2 yogurts, 2 cookies and 2 types of potato chips. One item from each pair was labeled organic and the other was labeled regular. Participants were then asked to rate the products based on taste, calories and dollar value. The catch was that both items in each pair were identical and organic.
The result was that even though they were identical products in each pair, the organic label influenced shopper’s perceptions. The organic cookies and yogurt were thought to have fewer calories, be lower in fat and the organic cookies and chips were thought to be more nutritious. The label even tricked people into thinking they were more tasty (except the cookies).
Who is more likely to be influenced by an organic label? The study found that those that do not read the food label regularly, those who are not regular “organic” food purchasers and those who do not regularly recycle or enjoy exercising in the outdoors were more easily influenced but the “health halo” effect.
So next time you are shopping at your grocery store. Take a look at that label and remember, they are after all, still cookies and chips. That organic puffed corn cereal is just an organic form of Corn Pops sugar cereal. Those organic chocolate bars are still chocolate and that organic soda is still a sugar beverage.
The Bottom Line: read your labels! Just because it’s organic doesn’t mean it’s healthy. J