Perceived Naturalness Biases Objective Behavior in Both Trivial and Meaningful Contexts

Abstract

Research shows that perceived naturalness can bias beliefs about the positivity of items such as food, human talent, and vaccines. Yet, this research focuses on self-reports, which leaves open the implications it has for behavior. In four studies ( N = 492), we tested if perceived naturalness impacts trivial and meaningful behaviors. Participants were asked to consume a purported natural/synthetic performance drink (Study 1), test a purported natural/synthetic drug that would be injected (Study 2), eat chocolate containing a purported natural/synthetic cocoa described as causing stomach discomfort (Study 3), or choose a sticker purportedly made with natural/synthetic ink (Study 4). A significant majority of participants (66%–84%) chose and followed through with the natural versus synthetic option. Perceived naturalness guided behavior in contexts involving little (sticker choice) to substantial (drug injection) potential consequences. Self-reports can weakly predict behaviors, but the results revealed that perceived naturalness biases self-reports and behaviors in a similar fashion.