Health halo

The phrase health halo (or health halo effect) denotes a phenomenon in which there is a halo effect on certain foods or brands, causing them to be perceived as healthy. The health halo oftentimes results in increased consumption of the product in the "halo." The health halo has had increased media attention as increased "healthy" options are being marketed.

Research

Through a series of experiments, Pierre Chandon, Professor of Marketing at INSEAD, and Brian Wansink, Director of Cornell University’s Food and Brand Lab, have explored this effect in detail. In a 2007 study by Chandon & Wansink, participants were asked to estimate the caloric content of a dish from Subway (a “healthy” fast-food option) and McDonalds (an “unhealthy” fast food option).. Both dishes had the same caloric content. Results showed that diners perceived the Subway meal as having lower calories than the McDonald’s meal.

Furthermore, in an extension of this study, Chandon & Wansink found that participants underestimated the calories of an identical dish when it was labeled with a “healthy” restaurant name (Good Karma Healthy Foods) than when it was labeled with an “unhealthy” name (Jim’s Hearty Sandwiches). Another example of the health halo is that higher calorie side dishes are more likely to be ordered when the main dish is from a “healthy” restaurant than when the main dish is from an “unhealthy” restaurant.

The health halo effect is also evident in health claims on packaging. When “low-fat” labels appeared on packaging, participants were more likely to eat more of the food. Additionally, when a food is labeled as "organic," it is more likely to be perceived as healthier than the same food without the label .

Explanation and Implications

Although there are several moderators that still need to be studied, explanations of the health halo effect can be attributed to reduced amounts of guilt, resulting in increased consumption, and increased perceptions of portion size for foods with “healthy” labels and from “healthy” restaurants.

Implications of the health halo effect include mindlessly increased consumption. Several studies have reported on the effects of the health halo in increasing consumption and appropriate portion sizes. Further implications on food manufacturers include increased need for explicit marketing. This could, for example, include explaining what exactly “low-fat” means. In this way, consumers may be less deluded and susceptible to the health halo effect.