other studies have shown that marketing for food products has demonstrated an effect on consumers’ perceptions of purchase intent and flavor. one study in particular performed by food and brand lab researchers at cornell university looked at how an organic label affects consumers’ perceptions. the study concluded that the label claiming the product was “organic” altered perceptions in various ways. consumers perceived these foods to have fewer calories and stated they were willing to pay up to 23.4% more for the product. the taste was supposedly “lower in fat” for the organic products as opposed to the regular ones. finally, the study concluded that people who do not regularly read nutrition labels and who do not regularly buy organic food products are the most susceptible to this example of the health-halo effect.