Unhealthy food is not tastier for everybody: The “healthy=tasty” French intuition
Previous research demonstrated that, for US-Americans, unhealthy food is implicitly associated to tastiness. Based on intercultural differences in food perception between France and USA, our objective is to verify if such differences impact food-related implicit associations, taste evaluations, and food consumption. Our first study demonstrates that the opposite intuition exists in France: unhealthy food is spontaneously associated with bad taste, while healthy food is linked to tastiness. Our second study investigates how the healthy = tasty French intuition influences taste perceptions in a product test conducted in an experimental lab. Results indicate that a neutral food described as healthy is considered tastier, more pleasurable and of better quality than when it is described as unhealthy. âº We demonstrate that healthy food are implicitly associated with tastiness in France. âº The “unhealthy=tasty” American intuition identified previouslyis culture dependent. âº We examine changes in food perceptions according to health labels. âº Food described as healthy is considered tastier than when described as unhealthy.