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The study, forthcoming in the Journal of Consumer Research, is the latest evidence that your brain may work against you when it comes to choosing healthy foods. Researchers say our subconscious association of cost with health — what they call the “healthy = expensive intuition” — can prompt shoppers to not only spend more money but also to make uninformed health decisions without realizing it.

"The Simple Mistake People Make When They Try to Eat Healthy" is from the January 04, 2016 National section of The Washington Post. It was written by Caitlin Dewey and narrated by Jenny Hoops.

©2016 The Washington Post (P)2016 Audible, Inc.

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