from Journal of Marketing Research
Those of us interested in fitness and controlling our weight might be drawn to fitness foods—foods whose packaging suggests they promote fitness. But a study in the Journal of Marketing Research investigated the effects of fitness-branded foods on consumption and physical activity. Participants in the study were given trail-mix style snacks, but one was label “Fitness” and included a picture of running shoes on the label. Those specifically trying to watch their weight ate far more of the snack marked “Fitness”, suggesting the name and label were effectively marketed. Researchers say to make matters worse, these eaters also reduced their physical activity, apparently thinking the fit food would be a substitute for exercise.