Halo Top is an ice cream brand most known for their low-calorie pints. Their popularity is a combination of consumers’ expectations and hedonism. Most ice cream is heavy on calories, and many other “low calorie” ice cream brands don’t taste good; Halo Top has many flavors that actually taste decent and mimic the creamy texture of real ice cream. By eating Halo Top, people also feel like they’re being healthier—the positive interaction between their ideas of self and the product is enough motivation for many to pay a premium for diet ice cream.