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More of a Bad Thing: How Consumers Ignore Pollutant Levels

Assess whether consumers neglect consideration of pollutant quantity in determining food healthiness. In the current work, we argue that consumers heuristically consider the mere presence of a harmful ingredient in making healthiness judgments. The mere presence of a harmful food ingredient generates an emotional impact that leads consumers to see an ingredient as unhealthy. Contrary to that, the quantity of a harmful pollutant may be neglected, as it does not factor in to its emotional impact.