2/29/2024 0 Comments Vice definition![]() If consumers believe that unhealthy food is tastier, then naturally that would generate a strong desire to eat food that is relatively unhealthy. The possibility to control the effect of this ‘unhealthy = tasty’ perception (and its potential to generate negative health consequences) should include the control of the volume of unhealthy but tasty food that is eaten. Both lines offer advice not only to the food industry but also to consumers because, despite the presence of the widely held belief that ‘unhealthy = tasty’, consumers can make food choices that are both healthy and enjoyable. Firstly, how to market products so that consumers make better food choices (see ) and secondly, how to help consumers make changes in their environment to help control their food consumption (see ). Specifically, two areas have been researched. The existence of a consumption threshold has been suggested by authors such as they determine that establishing the healthiness of a product is notoriously difficult because it is not an inherent quality of food because it depends on the conditions in which the food is eaten, and also on the quantity eaten. ![]() ![]() In this sense, the relevant question would be whether there is a certain consumption threshold at which a virtue turns into a vice. There is even evidence that small amounts of beer (or, to cite another example, chocolate) convey long-term health benefits, whereas large quantities impose a delayed cost (e.g., ). For example, beer is perceived in Spain as a natural product of low alcoholic strength that forms part of a healthy Mediterranean diet and is associated with moderate consumption at social gatherings. However, people may consume some products with an immediate reward while not regarding them as imposing a delayed, non-pecuniary cost. Conversely, relative virtues are seen as less gratifying and less appealing in the short term (e.g., inferior flavour of light cream cheese) but have fewer negative long-term consequences and are a more prudent choice. One widely accepted definition of relative vices (see ) considers them as products that provide an immediately gratifying experience (e.g., the good taste of regular-fat cream cheese), but have negative long-term outcomes (e.g., future health problems).
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