Wondering whether to partake of that expired yogurt at the back of the fridge? What about that hunk of cheese with the bit of mold on top?
If you’re like most Americans, you’ll take the chance, a new study shows. In fact, spoiled or past-due foods that most people would quickly reject at the supermarket are much more eagerly consumed once they make it home.
That’s because consumers are more likely to eat dubious foods once they actually own them, another sign of how people unconsciously give more value to things that are theirs, researchers say.
“We try to come up with justifications about why it’s OK to consume what we already own and downplay the reasons why it might not be OK,” said study co-author Lauren Block, a professor of marketing at Baruch College in New York City.