'Villains' can influence you to buy healthy foods: Study

People are likely to pay more for a healthy food item if the label features a negative character, say scientists who found how pictures of villains and heroes on product packages can influence buying behaviour
The description of the water bottle was either "Villainous Spring Water - unforgiving, cunning, and dangerous" or "Heroic Spring Water - patient, courageous, and with integrity."
They changed the sign describing the cheese curds throughout the day to show images of either Luke Skywalker or Darth Vader with the words "Healthy and Nutritious" or "Tasty and Decadent."