"That they have permission, or license, to act unethically later on. It’s like when you go to the gym and run a few miles and you feel good about yourself, so you eat a candy bar" she told the "Today" show.
TK: I have a feeling this research may also inform generic promotion efforts for all fruits and vegetables. People who eat the recommended servings of fruits and vegetables probably feel like they are performing a good deed to society, much like the organic foodie.
In messaging to those heavy consumers of fresh produce, the industry should give them every reason to pat themselves on the back. The "moral superiority" of consuming fruits and vegetables should not be ignored, even if it does make some consumers a little snooty.