A Longer Menu May Be Healthier

Has it occurred to you that, when faced with a long menu, you may make healthier choices than when the menu is somewhat limited? At first this might seem obvious – it ought to be easier to find something healthy among a wider choice. But then think a bit longer: all those tasty dishes make it extra likely you’ll find one that offers a particular temptation.

Of course, this has been studied by consumer researchers. Indeed, there’s an article posted online in the Journal of Consumer Research that reports on a study of the subject. Unfortunately, specialist jargon makes it difficult for the layman to understand. But below is the gist of it.

In a first study, participants were asked to choose from pictures of ice cream flavors, some low-fat and others regular fat content. One group of volunteers had a larger assortment to choose from. This group chose low-fat ice cream more often than those people with a smaller choice to select from.

In a second study, participants were told to help themselves from to trays of cookies and fruit. More people took fruit from a larger than from a smaller assortment (76% vs. 55%).

The investigators say that because choosing from a large assortment is more difficult, it leads people to select virtuous options that are easier to justify, e.g. a healthy or financially sensible choice. Situational factors can sometimes overcome these considerations; thus a virtuous activity – a good result on a test requiring hard work, or a volunteer project – can lead subsequently to a non-virtuous or indulgent choice, rather than a virtuous one. Complicated, isn’t it?