Scientists Uncover Why Consumers Are Reluctant to Pay for Sugar-Free Products
Researchers at the HSE Institute for Cognitive Neuroscience have investigated how 'sugar-free' labelling affects consumers’ willingness to pay for such products. It was found that the label has little impact on the products’ appeal due to a trade-off between sweetness and healthiness: on the one hand, the label can deter consumers by implying an inferior taste, while on the other, it signals potential health benefits. The study findings have been published in Frontiers in Nutrition.
3 December
2025
HSE University Hosts Russia’s First Doctoral Defence in Cognitive Science
Vasily Klucharev, HSE professor and Leading Research Fellow at the Institute for Cognitive Neuroscience, successfully defended his doctoral dissertation in cognitive science. This was the first doctoral dissertation in this discipline in Russia.
10 October
2024