Linguistic Delight Promotes Eating Right: Figurative Language Increases Perceived Enjoyment and Encourages Healthier Food Choices

The link between poor diet and poor health is well-known. Nevertheless, 90% of Americans are not meeting current dietary guidelines, avoiding nutrient dense foods like vegetables, and opting for high-calorie foods. One of the reasons for this behavior is that healthy options are often considered less enjoyable, compared with less healthy options. Addressing this issue, the current work tests the effectiveness of a novel approach to encourage consumption of healthier options. We explore the effectiveness of using figurative language (e.g., rhyme, metaphor) in naming food items on preference for these items. Research shows that figurative language induces pleasure and perceived enjoyment. Relying on this research, we propose that naming food figuratively will increase anticipated enjoyment with that food, as well as preference for that food. We tested this prediction in a large-scale field experiment at a university dining hall. We found that giving vegetable dishes figurative names (Tree of Life) significantly increased preference for those dishes, compared with literal names (Steamed Broccoli). A follow-up online experiment provided additional evidence in support of this assertion, demonstrating a preference for low-calorie menu options when they were named figuratively, and higher anticipated enjoyment with these options. The findings support the use of figurative language in naming healthy food dishes to influence food choice. The results also provide a psychological explanation for the effectiveness of figurative language in health communication.