According to Gram Research analysis, people who like fast-food brand logos more tend to eat significantly more dietary fat and sugar, regardless of whether they think those brands are healthy. A 2026 study of Australian and US university students found that emotional attachment to fast-food brands predicted poor diet quality even when participants recognized the brands as unhealthy, suggesting that food marketing and brand loyalty may override conscious health beliefs in shaping what we eat.
A new study shows that simply liking fast-food brand logos—like McDonald’s or Coca-Cola—predicts eating more fatty and sugary foods, regardless of whether you think those brands are healthy. Researchers in Australia and the US found that people who rated fast-food logos higher on a “liking” scale consumed significantly more dietary fat and sugar. Surprisingly, even when people recognized certain brands as unhealthy, their emotional attachment to the brand still influenced their eating habits. This suggests that food companies’ marketing and branding strategies may be more powerful than we realize in shaping what we actually eat.
Key Statistics
A 2026 research article examining Australian and US university students found that higher liking ratings of fast-food brand logos consistently predicted increased dietary fat and sugar intake across both populations, independent of whether participants perceived the brands as healthy.
According to the 2026 study published in the Journal of Health Communication, people with reward-based eating styles showed even stronger connections between liking fast-food brands and consuming more dietary fat and sugar, suggesting emotional eating amplifies brand influence.
The 2026 research found that participants who consumed more dietary fat and sugar actually rated the fast-food brands they liked as healthier, indicating that emotional brand attachment may alter perception of healthiness rather than being weakened by it.
The Quick Take
- What they studied: Whether liking fast-food brand logos (like McDonald’s or Pepsi) predicts eating unhealthy foods, and whether thinking a brand is healthy changes this relationship.
- Who participated: University students in Australia (Study 1, conducted in a lab) and online participants in the United States (Study 2). Participants rated fast-food brand logos, answered questions about their eating habits, and reported their weight and basic information about themselves.
- Key finding: People who rated fast-food brand logos higher on a liking scale ate significantly more dietary fat and sugar. This pattern held true even when people thought the brands were healthier—meaning emotional attachment to the brand mattered more than perceived healthiness.
- What it means for you: Your emotional connection to fast-food brands (built through years of marketing and advertising) may influence your food choices more than your conscious beliefs about whether those foods are healthy. Being aware of this can help you make more intentional eating decisions. However, this is one study, so more research is needed before making major dietary changes based solely on these findings.
The Research Details
The researchers conducted two separate studies using similar methods. In the first study, Australian university students came to a lab and looked at logos from major fast-food and beverage brands (like McDonald’s, Coca-Cola, Subway, etc.). They rated how much they liked each logo on a scale. Then they answered detailed questions about what they typically eat, reported their weight, and provided basic demographic information.
The second study, which was pre-registered (meaning the researchers announced their plan before collecting data), repeated this process with US-based participants who completed everything online instead of in a lab. This pre-registration is important because it shows the researchers committed to their analysis plan before seeing the results, which reduces the chance of accidentally finding false patterns.
Both studies used the same approach: measure how much people like fast-food brand logos, measure their actual diet quality through validated questionnaires, and then analyze whether liking the logos predicted eating more unhealthy foods.
This research design is important because it tests whether brand marketing actually influences real eating behavior, not just what people say they think. By using two different populations (Australian and American students) and two different settings (lab and online), the researchers could check whether their findings were consistent across different groups. The pre-registration of Study 2 adds credibility because it shows the researchers weren’t just reporting results that happened to look interesting.
Strengths: The study was conducted in two separate countries with different populations, which strengthens confidence in the findings. Study 2 was pre-registered, which is a best practice in research. The researchers used validated dietary questionnaires rather than just asking people to estimate their diet. Limitations: The sample consisted only of university students, so results may not apply to older adults or people with different education levels. The study is correlational, meaning it shows that liking brands is associated with poor diet quality, but doesn’t prove that brand liking causes poor eating. Self-reported weight and diet information can be less accurate than measured data.
What the Results Show
Across both the Australian and American samples, the pattern was clear and consistent: people who rated fast-food brand logos higher on a liking scale consumed significantly more dietary fat and sugar. This relationship held true even after the researchers removed brands that were specifically marketed as “healthy” options, suggesting the effect wasn’t just about people choosing obviously unhealthy brands.
Interestingly, the researchers also found that people with reward-based eating styles (meaning they eat for pleasure or emotional reasons rather than hunger) showed even stronger connections between liking fast-food brands and consuming more fat and sugar. This suggests that emotional eating may amplify the effect of brand attachment.
The most surprising finding was what didn’t happen: perceived healthiness of the brands did not weaken the relationship between liking the logos and eating unhealthy foods. The researchers expected that if someone thought a fast-food brand was healthy, it might reduce the influence of their emotional liking of the brand. Instead, they found that people who consumed more fat and sugar actually rated the fast-food brands they liked as healthier—suggesting that emotional attachment to a brand may change how people perceive that brand’s healthiness.
The study revealed that brand perception and actual eating behavior are intertwined in complex ways. People didn’t simply like unhealthy brands because they thought they were unhealthy; rather, their emotional attachment to brands appeared to influence their perception of those brands’ healthiness. This suggests that marketing and repeated exposure to brand logos may create positive emotional associations that override rational health considerations.
This research builds on the theory of planned behavior, which suggests that attitudes, beliefs, and intentions influence behavior. Previous research has shown that food marketing influences eating habits, but this study provides new evidence that emotional brand attachment may be a more powerful predictor of diet quality than conscious beliefs about healthiness. The finding that ambivalent attitudes (liking something while knowing it’s unhealthy) don’t necessarily reduce the influence of liking is somewhat surprising and adds nuance to how we understand food decision-making.
The study only included university students, who tend to be younger and more educated than the general population, so results may not apply to older adults, children, or people with different education levels. The research is correlational, meaning it shows that liking fast-food brands is associated with eating more fat and sugar, but doesn’t prove that brand liking causes poor eating habits—other factors could explain both. All diet and weight information was self-reported rather than measured by researchers, which can be less accurate. The study doesn’t explain why perceived healthiness didn’t moderate the relationship as expected, leaving questions about the underlying mechanisms.
The Bottom Line
Be aware that your emotional reactions to fast-food brand logos—built through years of marketing exposure—may influence your food choices more than your conscious beliefs about health. When making food decisions, try to pause and notice whether you’re choosing something because you genuinely want it or because of brand familiarity and emotional attachment. This awareness alone may help you make more intentional choices. Confidence level: Moderate. This is one study with university students, so more research is needed before making major dietary changes based solely on these findings.
Anyone interested in understanding how food marketing influences eating habits should pay attention to this research. It’s particularly relevant for people trying to improve their diet quality, parents concerned about their children’s eating habits, and policymakers considering food marketing regulations. People with reward-based eating styles (eating for emotional reasons) may find this especially relevant. This research is less directly applicable to people who already have strong, consistent healthy eating habits or those with limited exposure to fast-food marketing.
Changes in eating behavior based on increased awareness typically take weeks to months to develop. You might notice differences in your food choices within 2-4 weeks if you actively work on making more intentional decisions. However, undoing years of brand conditioning takes time, and most behavior change research suggests that sustained changes require at least 8-12 weeks of consistent effort.
Frequently Asked Questions
Does knowing a fast-food brand is unhealthy stop you from eating it if you like the brand?
Not necessarily. A 2026 study found that emotional attachment to fast-food brand logos predicted eating more fat and sugar even when people recognized the brands as unhealthy. Interestingly, people who ate more unhealthy foods actually rated their favorite brands as healthier, suggesting brand loyalty can override health awareness.
How much does food brand marketing actually influence what I eat?
Research shows brand attachment is a significant predictor of diet quality. The 2026 study found that liking fast-food logos was consistently linked to higher fat and sugar intake across two different populations, suggesting marketing’s influence is substantial and may operate largely outside conscious awareness.
Can I change my eating habits if I’ve been exposed to fast-food marketing my whole life?
Yes, but it requires intentional effort. The study suggests awareness of brand influence is the first step. By consciously noticing when you’re choosing foods based on brand loyalty versus actual hunger or preference, you can gradually make more intentional choices, though sustained change typically takes 8-12 weeks.
Why do people who eat unhealthy foods think those brands are healthier?
The 2026 study found this pattern but didn’t fully explain why. It suggests emotional attachment to brands may change how people perceive them, or people may unconsciously rationalize their food choices by believing their favorite brands are healthier than they actually are.
Does this research apply to me if I don’t eat much fast food?
The study focused on university students and brand logos, so results may not apply equally to all populations. However, the underlying principle—that emotional brand attachment influences food choices—likely applies to any frequently marketed food or beverage brand you have positive feelings toward.
Want to Apply This Research?
- Track your food choices by brand for one week, noting which fast-food brands you choose and rating your emotional attachment to each brand (1-10 scale). Then compare this to your dietary fat and sugar intake from the same period. This creates awareness of your personal brand-eating patterns.
- When you feel the urge to choose a fast-food brand you like, pause for 30 seconds and ask yourself: ‘Am I choosing this because I’m hungry and it’s what I want, or because I like the brand?’ Log your answer in the app along with what you ultimately chose. This simple reflection can interrupt automatic brand-driven choices.
- Weekly check-in: Review your brand choices and emotional attachment ratings. Set a goal to try one new brand or restaurant per week to reduce reliance on familiar brands. Track your dietary fat and sugar intake monthly to see if increased awareness of brand influence correlates with changes in your actual diet quality.
This research is observational and shows correlation, not causation. The study included only university students, so findings may not apply to all age groups or populations. This article is for informational purposes and should not replace professional medical or nutritional advice. If you have concerns about your diet or health, consult with a registered dietitian or healthcare provider. Individual responses to dietary changes vary, and what works for one person may not work for another.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.
