Health halo effects in sequential food consumption: The moderating roles of health-consciousness and attribute framing

Has the huge increase in healthful food options indeed promoted consumer health? Previous studies have noted the health halo effects of such foods, which subconsciously lead consumers to rather unhealthful eating. This study examined whether the health halos of entrées increase the subsequent intention for desserts in restaurants when moderated by internal and external cues: health-consciousness and attribute framing. A 2 (perceived healthiness of entrées) × 2 (health-consciousness) × 2 (attribute framing of desserts) quasi-experimental design was employed using a scenario-based online survey, and 427 consumers participated in the survey. The results revealed that the effect of the perceived healthiness of entrées on increasing the intention for desserts was more salient among less (vs. highly) health-conscious consumers and when the desserts were framed as healthy (vs. tasty). The findings provide theoretical implications for consumer food behavior and sequential consumption literature, and highlight practical implications for consumers, health professionals, public officials, and restaurateurs.