By: John Dudley and Cassidy Delamarter, University Communications and Marketing
Key takeaways
- Sampling a healthy food item can lead to the unexpected outcome of buying unhealthy food.
- On the other hand, when the sampled food and other available options seem similar, consumers are more likely to continue choosing healthy foods.
- To make better food decisions, consumers can consider how similar the sampled food is to what they plan to buy and recognize how this may influence their choices.
Who doesn’t love free food samples? Whether it’s a bite-sized cookie or granola bar, the food industry is spending more than $1 billion annually to provide customers with samples. New research at the University of South Florida reveals these tiny tastings can have a big impact on your buying behavior, especially when it comes to healthy selections.
"Our study looked at whether a free complimentary healthy food item can actually be bad for you,” said Dipayan Biswas, USF professor of marketing. “What we found was that getting one at a store or restaurant can lead consumers to subsequently purchase indulgent foods."
Published in the Journal of the Academy of Marketing Science, the study found that sampling a healthy item might surprisingly lead you to select something unhealthy – but only when the healthy sample is very different from other available options. When the sampled item and subsequent choices are perceived as similar, the opposite effect happens, nudging shoppers toward healthier decisions.
The results from a series of experiments, including four field studies, suggest that the seemingly innocent act of sampling can ripple through our shopping carts in surprising ways. Biswas said consumers should be aware that sampling healthy food may give them a false sense of "virtue," potentially leading one to later indulge in less healthy options.
Next time you’re offered a small taste while shopping or dining out, consider how that tiny bite might influence your shopping decisions.