They found that the indulgent label resulted in the highest consumption. It was chosen 25% more than the basic label, 35% more than with h healthy positive label, and 41% more than the health restrictive label. Veggie consumption increased significantly as well—16% more than the basic label, 23% more than the healthy positive label, and 33% more than the healthy restrictive label.

When people see food that is symmetrical, they tend to believe it is more natural – and when they think a food is more natural, they perceive it to be healthier.

We tested how reframing the name of the vegetarian food category shapes food choices. • Environmental, social, and neutral (vs. vegetarian) frames boosted vegetarian choice. • No consistent differences emerged among the three non-vegetarian frames. • We investigated the underlying psychological mechanisms behind the main effects.