Beauty as a Goal: Creating Harmony Between Health and Taste

Abstract People frequently perceive a trade-off between health and taste, leading to poor dietary choices. This research identifies a novel pathway to healthier eating: seeking beauty in food. Across seven preregistered field and lab studies, pursuing beautiful food systematically increased healthy choices without diminishing perceived taste. This effect arises because beauty is positively associated with both health and taste, effectively creating health–taste harmony instead of the commonly perceived conflict. Individuals who sought beauty in food consistently selected healthier options across diverse consumption contexts—including cafeteria meals, self-generated food ideas, grocery lists, and varied menus (with and without images)—and across populations, spanning both adults and children. Notably, the effect was stronger among individuals who more strongly associate beauty with health and weaker in choice sets in which the beauty–health association was less pronounced (e.g., morning cereals). These findings advance motivation theory by positioning beauty as a goal in itself, rather than merely a perceptual cue. We discuss theoretical and managerial implications for consumer behavior, food marketing, and public policy initiatives aimed at promoting healthier eating.