'Fitness' foods may cause consumers to eat more and exercise less

http://www.eurekalert.org/pub_releases/2015-06/ama-fm062315.php

Public Release: 23-Jun-2015
American Marketing Association

Weight-conscious consumers are often drawn to foods such as Clif Bars and Wheaties, whose packaging suggests that they promote fitness. But according to a new study in the Journal of Marketing Research, such "fitness branding" encourages consumers to eat more of those foods and to exercise less, potentially undermining their efforts to lose or control their weight.

"Unless a food was forbidden by their diet, branding the product as 'fit' increased consumption for those trying to watch their weight," write authors Joerg Koenigstorfer (Technische Universität München) and Hans Baumgartner (Pennsylvania State University). "To make matters worse, these eaters also reduced their physical activity, apparently seeing the 'fit' food as a substitute for exercise."

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