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Whether an organic food label is a good thing or not depends on the values of the person reading it.

New research flips the notion of a “halo” effect for ethical food labels. A halo effect is a phenomenon where a label leads consumers to have a positive opinion—and in the case of an organic label, a healthy impression—of those foods.

“Our data suggest when organic practices do not appeal to a consumer’s values, they expect organic food to taste worse,” says Jonathon Schuldt, assistant professor of communication at Cornell University.

Full story at Futurity.

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