Why we fall for health hacks with shiny "superfood" claims
Many people swear by superfoods, but we don’t really know why these trendy foods seem so convincing. This study looks at what makes people trust and like a new “miracle” product they’ve never heard of, in this case, moringa. The researchers test how our personality, thinking style, and reading habits shape our reactions. The work appears in Frontiers in Communication.
Take aways
- People who already love superfoods tend to trust new ones quickly, even without solid proof.
- Gut-driven thinkers respond more positively to superfood claims than slow, analytical thinkers.
- For health influencers: broad “superfood” vibes can matter more than hard facts when people skim information.
- Consumers should be aware of this pitfall and force themselves in questioning their basic assumptions about the promises regarding superpowers of foods.
Study information
Who?
Study 1: 322 UK adults (mean age 35; range 18+).
Study 2: 268 adults (mean age 37; range 18+).Where?
United Kingdom
How?
In Study 1, participants first shared their general views on superfoods, their personality, and their thinking style. Then they read a short article about moringa. Afterward, they rated how credible the message felt and how positive they felt about moringa.
Study 2 had a similar setup, however, now some people were told to read carefully (central processing), others to just skim (peripheral processing).
Facts and findings
- In both studies, people with a positive attitude toward superfoods rated the moringa message as more believable and liked moringa more.
- People who rely on intuition (“go with your gut”) rated the message as more credible; analytical thinkers showed no such boost.
- Social pressure mattered: those who felt their friends valued superfoods trusted the message more.
- In Study 2, skimmers (peripheral processors) leaned even more heavily on their pre-existing superfood enthusiasm when judging moringa.
- Unexpectedly, people who strongly believe food and health are tightly linked were more skeptical of moringa.