How Socioeconomic Status Shapes Food Preferences and Perceptions

This article assesses the extent to which consumers from the opposite poles of the socioeconomic distribution weigh three critical food attributes (healthiness, fillingness, and taste), how they perceive the associations among them, and how differences in weights and associations influence food preferences. The results of a series of eight preregistered studies in a highly unequal environment (Rio de Janeiro, Brazil) show that low- (vs. high-) socioeconomic-status consumers are more likely to (a) choose unhealthy items even when supply-side factors (e.g., affordability and accessibility) are controlled by design, (b) trade healthiness for fillingness (but not taste), and (c) display stronger negative associations between the attributes (“healthy = less filling” and “healthy = less tasty”). These findings highlight the importance of a deeper understanding of the psychological differences in food preferences and perceptions and the use of such insights to design interventions aimed at mitigating nutritional inequality. In line with this rationale, the final set of studies shows that, albeit not a trivial task, it is possible to increase healthy food choices among disadvantaged consumers by enhancing the perceived fillingness of the healthy options available. Managerial and policy implications are discussed.