Research: People believe that healthy foods are less filling

Researchers at the US University of Texas at Austin examined the effect of health portrayals on people’s judgments of the fillingness of food. They found that people hold an implicit belief that healthy foods are less filling.
The studies provide evidence that people order greater quantities of food, consume more of it, and are less full after consuming a food portrayed as more versus less healthy.
In addition, the researchers demonstrate a novel tactic for reversing consumers’ intuitions: highlighting the nourishing aspects of healthy food mitigates the belief that it is less filling. An article about the research is published in the Journal of the Association for Consumer Research.
Click here for an abstract of the article.

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