Gut health claims: How interoceptive-focused messages promote healthy food choice

Consumers increasingly encounter “gut health” claims in food marketing, yet little is known about how such messages shape consumer perception and choice. We conceptualise interoceptive-focused messages as appeals that emphasise internal bodily states or functions related to interoceptive sensations (e.g., “supports gut health”), rather than external sensory attributes (e.g., taste, texture). Building on grounded cognition theory, two preregistered studies using yoghurt stimuli tested how these messages affect consumer perception and choice. Study 1 showed that interoceptive-focused messages elevated perceived interoceptive self-care, which indirectly increased choice likelihood, although there was no direct effect on choice. Study 2 provided evidence that consumer goals function as a moderator of the effect of message type on consumer choice. Interoceptive-focused messages were more effective when a health goal was salient, whereas exteroceptive-focused messages were more influential under a taste goal. These findings introduce a novel messaging strategy based on interoceptive cues and highlight its potential to promote healthier food choices among health-motivated consumers. • This research introduces interoceptive-focused messages (e.g., “supports gut health”) as a novel form of sensory appeal. • The findings demonstrate that interoceptive-focused messages enhance perceived interoceptive self-care. • The effect depends on consumer goals: interoceptive-focused messages are effective under health, but not taste, goals. • This study proposes a new communication strategy to promote healthier food choices among health-oriented consumers.