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Many consumers report that healthy eating is more expensive than unhealthy eating (the affordability axiom). We hypothesize that endorsement of this belief may be driven by the motivation to eat unhealthy foods. We tested this hypothesis in three studies. Study 1 revealed that the affordability axiom is associated with poorer eating habits and higher Body Mass Index (BMI). Study 2 found that the presence...
Consumers often turn to non-caloric sweeteners (NCS) as a means of promoting a healthy body weight. However, several studies have now linked their long-term use to increased weight gain, raising the question of whether these products produce unintended psychological, physiological, or behavioral changes that have implications for weight management goals. In the following, we present the results of...
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