This thesis investigates how food's hedonic and utilitarian framing affects the importance of taste and healthfulness attributes. We propose a decision-making model predicting that framing triggers mental simulation and activates goals, thus increasing the weight of goal-compatible attributes. Across two experiments using an unfamiliar food product (Lassi), participants were exposed to either hedonic or utilitarian framing of it. Study 1 used an auction to measure willingness to pay, revealing that hedonic (vs. utilitarian) framing raised taste elasticity of demand, even though identical products were used and identical taste and nutrition information was given. Study 2 employed a choice-based task after letting participants taste the food and found the effect disappeared, reflecting the importance of mental states in decision-making. Our findings offer strategic insights for marketers and policymakers aiming to influence healthier or more enjoyable food choices.