Experimental Analysis of Behavior Commons^™

Naturally Better? A Review Of The Natural‐Is‐Better Bias, Brian P. Meier, Amanda J. Dillard, Courtney M. Lappas

Psychology Faculty Publications

People are frequently exposed to products and services that are labeled natural (e.g., Nature Made Vitamins or GoJo Natural Orange Hand Cleaner). The frequency with which this label is used suggests that it delivers an advantage in marketing and sales. Our review examines the preference for and perception of naturalness and reveals that people have a bias for items described as natural in many domains including foods, medicine, beauty products, cigarettes, and lighting. These preferences abound even when the natural item is identical or not objectively better than the non‐natural or synthetic item. We believe this bias may be driven …