** AWARDS ISSUED PRIOR TO JANUARY 20, 2025, WERE FUNDED UNDER PREVIOUS ADMINISTRATIONS AND MAY NOT REFLECT THE PRIORITIES AND POLICIES OF THE CURRENT ADMINISTRATION.** CONSUMERS' STRONG DESIRE TO INDULGE IN UNHEALTHY FOODS, AND CONSEQUENT OVERCONSUMPTION OF THESE FOODS, CARRY SIGNIFICANT NEGATIVE IMPACTS ON PUBLIC HEALTH, HEALTHY FOOD MARKETING, AND SUSTAINABILITY OF THE FOOD SYSTEM. SOFT-END POLICY MEASURES, NAMELY NUDGES, HAVE SHOWN MORE PROMISING POTENTIAL THAN HARD-END POLICIES IN PROMOTING HEALTHY FOOD DECISIONS. HOWEVER, THE EFFICACY OF NUDGES IN ELICITING AND MAINTAINING HEALTHY FOOD CHOICES IS LIMITED BY CONSUMERS' STRONG MOTIVATIONS TO CONSUME UNHEALTHY FOODS, WHICH IS DRIVEN MAINLY BY THE STRONG POSITIVE CONSUMPTION EXPERIENCE ASSOCIATED WITH SUCH FOODS. IT IS THEREFORE NECESSARY TO DESIGN BEHAVIORAL NUDGES THAT CAN SHIFT CONSUMERS' PERCEPTIONS OF THE TASTINESS OF HEALTHY FOODS, THUS ADDRESSING ONE OF THE ROOT CAUSES OF UNHEALTHY EATING. THE PROPOSED PROJECT UTILIZES TWO WELL-ESTABLISHED BIASES IN THE EXPERIMENTAL ECONOMICS LITERATURE, ATTRIBUTION BIAS AND PROJECTION BIAS, TO INVESTIGATE HOW INDUCED POSITIVE CONSUMPTION EXPERIENCE AND MEMORY WITH A HEALTHY FOOD IMPACT CONSUMERS' PREFERENCES FOR THIS PRODUCT WHEN MAKING CURRENT AND FUTURE DECISIONS, AS WELL AS CHOICES BETWEEN THE HEALTHY PRODUCT AND AN EQUIVALENT, UNHEALTHY ALTERNATIVE. WE ADOPT A NEUROBEHAVIORAL APPROACH TO IMPROVE UNDERSTANDING OF THE MECHANISM (ATTENTION VS. MOTIVATION) THROUGH WHICH INDUCED POSITIVE TASTE PERCEPTIONS INCREASE CONSUMER PREFERENCES FOR HEALTHY FOODS. BY DETERMINING THE NEUROBEHAVIORAL FACTORS ELICITED BY AN INDUCED POSITIVE CONSUMPTION EXPERIENCE WITH A HEALTHY FOOD, THIS PROJECT WILL PROVIDE A STRONG CONCEPTUAL FRAMEWORK FOR THE SUBSEQUENT DESIGN OF EFFECTIVE BEHAVIORAL NUDGES THAT CAN DELIVER SUSTAINED IMPROVEMENTS IN CONSUMERS' DIETARY CHOICES. THIS PROJECT THEREFORE PROVIDES BENEFITS TO POLICYMAKERS, FOOD MARKETERS, AND THE GENERAL PUBLIC.