When ethics also matter: Influence of taste, health, and ethical attributes on food decisions traced with a novel mouse-tracking paradigm.

Understanding which food attributes influence food decisions is a matter of public health and a lever for interventions promoting healthy diets. Research shows that food decisions are strongly influenced by taste, with health having a weaker and later influence in the food decision process. Yet, the influence of other food attributes and specifically ethical attributes in food decision processes-as traceable in mouse-tracking data-has not been investigated. Furthermore, past research tracing food decision processes with classical mouse-tracking tools has artificially reduced the occurrence of neutral food items, particularly on the taste attribute. This represents an important limitation as neutral items on taste are particularly likely to be influenced by higher-order level attributes, such as health, but also ethics. Extending previous research, two preregistered studies (Study 1, N = 77; Study 2, N = 92) aimed at filling these gaps using a novel one-dimensional mouse-tracking paradigm. Results showed that taste, health, and ethics all influenced food decisions and interacted over time during decision processes. Taste still had the strongest influence, hence replicating previous findings with the present novel mouse-tracking paradigm. Of importance, ethics and health also influenced decisions-and sometimes had an early significant effect-especially for food items rated as neutral on taste. Beyond these effects and taking full advantage of the use of mixed effects models for all analyses, graphical representations of the influence of taste, health, and ethical attributes for all individual food items were provided. Results are discussed considering previous findings and suggested levers for interventions.