If that organic yogurt you’ve switched to just feels all-around healthier than its non-organic counterpart, it’s possible you may be under the powerful sway of its “organic” label, suggests a new study.
The study was published early online today in Food Quality and Preference.
Researchers went to a mall and laid out pairs of three foods: yogurt, cookies, and potato chips. Each pair of foods was identical to one another. The only difference between the two foods was its packaging. One yogurt, cookie and potato chip packaging prominently displayed that the item was organic. (All were actually organic.) None of the items featured brand names and the packaging was designed to appear similar.
Yet after the 115 participants tasted each pair of foods, one after the other, they judged the organic yogurt and cookies as having fewer calories than its twin. For example, the shoppers estimated the organic cookie had on average 48 fewer calories than the conventional. Continue reading