5 Ways the Halo Effect May Impact Your Food Choices
Written by Tricia Moore
The existence of the so-called “Halo Effect” has long been recognized by psychologists and marketers alike. It is the cognitive bias whereby one evaluates an individual, or product in a favorable manner because of a shared belief.
In other words, we might interpret information about someone or something because of a positive association. We mistakenly assume that because someone or something is categorized as good, everything about them is good, or the reverse—because they are bad at one thing, everything about them or the product is bad. This concept has been utilized by the food industry for years.
The clever marketers of processed food provide us with claims such as “made with whole grain”, ”heart-healthy”, “Natural”, or the most common “Organic”. In addition, they will often tout the endorsement respected organizations, and we might hear messages such as “this product is endorsed by the American Heart Association”.
Too often we automatically assume that the product promotes health, wellness, and possibly weight loss if these phrases are used. The “halo effect” assumes just because a product comes with a certain claim, comes from a certain store, or is endorsed by an organization we respect or believe in, that product will further our goals. This is false.
Here are five ways we allow “the Halo Effect” to swindle us, and how we can avoid these pitfalls:
1- “Made With Whole Grain!”
Usually found on the top of your favorite cereal box, bread, or packaged baked goods. The “made with whole grain” label lets you know that the product was created with whole grain. It doesn’t mean there’s ONLY whole grain in the product. It certainly doesn’t mean it’s chemical or preservative-free. It just means you will get some whole grains.
This is a swindle because it implies that you can’t get your whole grains elsewhere, and therefore NEED to get them from this product. “Are you trying to get in more whole grains? Buy ME!” Don’t. Whole grains can be acquired via couscous, quinoa, various forms of rice, oatmeal, spelt, millet, cornmeal…the possibilities are endless. Please don’t get suckered into buying a chemical-laden product out of fear that you’re “not getting enough whole grains.” Grab some oatmeal and get cookin’ if you’re worried.
2- “Heart Healthy!”
A product may have minimal trans-fat (not none, just minimal), minimal salt, or minimal fat, but there are still chemicals in it. There’s nothing to be said of sodium nitrates a common food preservative, or others. There is a pattern here…the swindle is leaving out important information, the label is telling half the story. The omission of information is a lie. This rule applies to life and food labels. Be honest and clear, that is what we expect from our friends and family and our food choices should be no different.
3- “All natural!”
The word “natural” means a lot of things. Unfortunately, we each interpret this word differently. Clever marketing allows us to think that “natural” means the same as “organic” there is no shortage of storytelling on natural food packages. Pictures of farms, gardens, old fashioned farmers and cute cows serve as the backdrop to a bright little starburst in the corner saying “All natural!” It makes you think “organic,” but it’s not. This is to the marketer’s benefit because they get all the benefits of looking “organic” without all the hoops they have to jump through to be “organic.” High fructose corn syrup can be considered “natural.” (1) This is a swindle – natural doesn’t mean much.
4- “Organic!”
Before I’m tarred and feathered, let me be clear: I’m not talking about organic fruits and veggies. I’m talking about processed foods that carry the “organic” labeling. All the labeling means is that it was, at the very least, made with at least 70% organic products. Organic junk food exists. Organic food with empty calories…exists. Organic is not a free pass for “healthy.”
5- “Endorsed by [insert organization]”
You see this a lot at restaurants or even with meal preparation companies catering to a certain group, such a CrossFitters. They’ll have a “[insert organization] approved menu” full of items that meet certain qualifications – things like, “low carb, or low fat” Whole 30 approved”, “Paleo, Keto, or Macro friendly”. But, what about the rest? What about the sugar and sodium levels? What about the quality of the ingredients? This is a swindle because a trend today will be forgotten tomorrow, we need to understand why we are eating Keto or Whole 30. Is a product endorsed by the American Heart Association really better for me than one that isn’t?
Well, it all depends on your goals. And understanding your “why” is the key to making productive and healthy long term food choices.
The reality is that health halos – and their subsequent pretty labels serve as green lights for many of us who are apprehensive about certain foods. They’re put there to give us an appropriate reason to bypass our apprehension and dive in. Those of us who don’t normally eat cereals might be more convinced to buy one because “I can get in my whole grains!”
Sound decision making comes from educating yourself as to the best options to support your goals, whether it be weight gain or loss. Staying true to you, embracing the process of learning, and not allowing the Halo Effect of claims, pretty packaging or nice phrasing get in the way of helping you achieve long term better health.
Resources:
(1) https://www.foodnavigator-usa.com/Article/2008/07/08/HFCS-is-natural-says-FDA-in-a-letter#
(2) https://blogs.wsj.com/health/2010/06/24/organic-food-has-a-health-halo-too/