Healthy food labels tout health benefits, yet most people prioritize tastiness in the moment of food choice. In a preregistered intervention, we tested whether taste-focused labels compared with health-focused labels increased vegetable intake at five university dining halls throughout the United States. Across 137,842 diner decisions, 185 days, and 24 vegetable types, taste-focused labels increased vegetable selection by 29% compared with health-focused labels and by 14% compared with basic labels. Vegetable consumption also increased. Supplementary studies further probed the mediators, moderators, and boundaries of these effects. Increased expectations of a positive taste experience mediated the effect of taste-focused labels on vegetable selection. Moderation tests revealed greater effects in settings that served tastier vegetable recipes. Taste-focused labels outperformed labels that merely contained positive words, fancy words, or lists of ingredients. Together, these studies show that emphasizing tasty and enjoyable attributes increases vegetable intake in real-world settings in which vegetables compete with less healthy options.

中文翻译：

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通过强调美味和令人愉快的属性来增加蔬菜摄入量：针对以口味为中心的标签的随机控制多站点干预


健康食品标签宣扬健康益处，但大多数人在选择食物时优先考虑美味。在一项预先注册的干预措施中，我们测试了美国五所大学食堂的口味标签与健康标签相比是否增加了蔬菜摄入量。在 185 天、24 种蔬菜的 137,842 次用餐决定中，与注重健康的标签相比，注重口味的标签使蔬菜选择增加了 29%，与基本标签相比增加了 14%。蔬菜消费量也有所增加。补充研究进一步探讨了这些影响的中介因素、调节因素和界限。对积极味道体验的期望增加介导了以味道为中心的标签对蔬菜选择的影响。适度测试显示，在提供更美味蔬菜食谱的环境中效果更大。以口味为中心的标签优于仅包含正面词语、花哨词语或成分列表的标签。总之，这些研究表明，在蔬菜与不太健康的选择竞争的现实环境中，强调美味和令人愉悦的属性会增加蔬菜的摄入量。