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You gotta love the fat = fat myth. I remember I was still living at home when my mom went through the "fat free" stage. She would eat entire boxes of various fat free treats in one sitting. I remember thinking "ermm that can't be right". She ended up putting on alot of weight during that time period....
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This myth, though, occurs with almost every health buzzword. Not just "low fat," but also "all-natural" or "gluten-free" or "organic" - actually. Such buzzwords create a
'halo of health' around the packaged foods in question, so we work ourselves out of old myths into new ones.
If consumers perceive a food or restaurant as "healthy" - for WHATEVER reason - people tend to overeat, choose extra sides, and/or otherwise eat more than they would of a product they perceive as being unhealthy.