“Don’t worry, it’s natural.” We have heard this sentence many times when discussing the safety or effectiveness of remedies, medications or household products. It implies that natural things are good and safe. The assumption seems plausible, because nature gives us many pleasant things such as apples, sunsets and hikes. People are drawn to nature, and that can be beneficial to their health. Studies show that spending time in nature improves our mood.
Our research suggests that the appeal of nature also has a dark side: the naturalness bias. We were able to show that on average people are convinced that naturalness is synonymous with “good”.
This effect can be observed across cultures in medicines, foods, cigarettes, and other products, both in hypothetical decisions and in actual behavior. For example, some people say they would prefer a natural medication for a fictional medical problem, even if it is considered less safe or effective than a synthetic equivalent.
Natural vaccines preferred
In other studies, participants preferred a human talent that was described as innate to a talent that was acquired through practice. Vaccines were also preferred when presented as natural rather than synthetic. Others were more likely to eat chocolate made with supposedly natural cocoa rather than synthetic, even if they had been told that the natural could cause stomach upset.
It’s true: some natural products are safer and better than artificial ones. But they are not better per se. We often remember the good sides of nature. We forget that it also brings with it dangers such as floods, volcanic eruptions and arsenic contamination. Likewise, we rarely think about how much painkillers, refrigerators and smartphones make our lives easier.
Wrong decisions due to naturalness bias
The naturalness bias can lead to wrong decisions: people are reluctant to take a useful drug if they think it is synthetic; Parents rely on their children’s “natural immunity” rather than recommended vaccinations. Some people may choose unhealthy foods just because they are advertised as “natural.”
Health is complex. Questions about health behavior cannot always be answered clearly. We are flooded with information and often there is no clear “best” option. The naturalness bias makes our decisions easier: “Yes, it is natural” and “No, it is artificial”. However, it is important to remember that the physiological effects of a substance depend on its chemical structure and not on its origin. Both natural and synthetic substances can have positive or negative effects.
Courtney Lappas is a professor of biology at Lebanon Valley College in the USA
Brian Meier is a professor of psychology at Gettysburg College in the USA
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