Organic Food Makes People Jerks

In off-beat news, the Journal of Social Psychology and Personality Science has published a study that says that buying organic food in turns makes you a huge fricken jerk. Seriously.

Yes, it’s true: all the marketing that goes into getting you into Whole Foods and spending $5 for apples, also transforms you into a judgmental prick.  The author of the study, Kendall Eskine, stated that:

 I’ve noticed a lot of organic foods are marketed with moral terminology, like Honest Tea, and wondered if you exposed people to organic food, if it would make them pat themselves on the back for their moral and environmental choices. I wondered if they would be more altruistic or not.

Not going to go into exactly what the study found to make these claims, except basically to point out that people who bought organic food thought themselves somehow morally superior than those that didn’t – and then went on to judge other people.

What’s the moral of the story? Not quite sure, except perhaps just because you are willing to spend ridiculous amounts on food that will rot right after you put it in the car, doesn’t mean others need to. It also proves that since you feel so stupid for spending so much at the grocery store, you need to be really pissy towards other people in order to not feel all that bad about spending your life savings on tomatoes.

What does this have to do with Performance Marketing? Absolutely nothing whatsoever, except that you can sell shit to about anyone.

Oh, and that just because your wearing itchy baggy clothing that is made from some tree in China, doesn’t mean you’re not a complete ass.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

Similar Articles


What's your opinion?


Most Popular

Inside Warner Brothers Discovery’s Global Townhall

Warner Bros. Discovery held a company-wide town hall on Wednesday, with CEO David Zaslav and his top creative deputies discussing the state...

Inside Twitter’s Child Pornography Problem

Social media platforms have been under increasing scrutiny in recent months for their failure to police content effectively. The latest example comes...

The Journalism Competition and Protection Act – A Boon for CMOs?

A bill that would let most news outlets collectively negotiate with dominant tech platforms for compensation to distribute their content advanced out...