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Fitness foods may motivate people to eat more, exercise less

Participants in a study exercised less after eating snack foods marketed with fitness imagery on the packaging.

By Stephen Feller

CHICAGO, June 23 (UPI) -- People concerned about their weight are more likely to eat "fitness branded" foods such as Clif Bars and Wheaties but exercise less.

Snack packaging designed with running shoes and bike wheels that imply fitness appeal to people watching their weight, but weren't found to motivate exercise.

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"Unless a food was forbidden by their diet, branding the product as 'fit' increased consumption for those trying to watch their weight," wrote the study's authors. "To make matters worse, these eaters also reduced their physical activity, apparently seeing the 'fit' food as a substitute for exercise."

Researchers gave study participants trail mix snacks labeled either "fitness" or "trail mix." The snacks labeled "fitness" also had running shoes added to the packaging that led eaters to associate it further with exercise. Participants were told to choose a snack as if they were at home getting a snack, and were given eight minutes to taste and rate the snack. Another phase of the study also asked them to ride a stationary bicycle as vigorously as they wanted after eating the snack.

Participants who were especially focused on their weight ate more of the snack labeled "fitness" and the same group chose to expend less energy while exercising, according to a press release.

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The researchers suggested marketing that involves gym vouchers or specific exercise tips in order to remind eaters that actual exercise is required for fitness.

The study is published in the Journal of Marketing Research.

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