Want to Move Cheese Curds in Aisle 3? Enlist Darth Vader

A new study finds that consumers seem to prefer it when unhealthy, or indulgent, foods are labeled with a well-known hero as opposed to a villain, but they find healthy foods much more compelling when marketed with a villain.

“If someone wants an ice cream bar and it is packaged with a hero on the label, the kind and benevolent character makes the indulgent product seem less vice,” said Professor Tamara Masters of Brigham Young University.

“But a product that is already healthy, like...

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