FDA Calculates “Lost Pleasure” as People Give Up Junk Food
File this one under, “Say what?” Included in the FDA’s recently released regulations requiring calorie counts on menus, the FDA also included a “lost-pleasure analysis” — a report on the equivalent economic value of the deprivation that people will feel as they give up their favorite junk foods.
This took a bit of close reading before I could wrap my head around it, but (if I’m understanding correctly!) assigning dollar values to such ephemeral concepts as “lost pleasure” is a fairly common analytical practice. It’s useful for fully conceptualizing the cost-benefit of enacting a regulation like posting calorie counts on menus. In this case, there’s a health benefit to the consumer, obviously, but also a loss as people feel compelled to give up things that previously made them happy. The FDA wants to know if the health benefits outweigh the pleasure-loss — and in this case, yes, the health benefits won.
It’s a bit confusing (at least, unless you’re an economist!). Read more on Reuters and see what you think:
→ Read More: FDA Prices ‘Lost Pleasure’ of Junk Food into Calorie Count Rule by Sharon Begley for Reuters