food psychology: why we eat more than we think jim painter phd rd california raisin marketing board...
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Food Psychology: Why we eat more
than we thinkJim Painter PhD RD
California Raisin Marketing BoardProfessor Eastern Illinois University
Obesity Trends
Obesity Trends* Among U.S. AdultsBRFSS, 1990
(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
Percent of Adult Females that are Obese by Country
3.4% Philippines5% Switzerland 5.6% Thailand 6.7% Singapore8% Malaysia 8% Tunisia 8.3% Cuba 9.9% Italy 10% Norway10.3 Brazil 11% Netherlands12% Sweden 13% Belgium 13.7% Canada 14% Spain 15% Mauritius 15% Iceland 15% Denmark(WHO, 2003)
16% Ireland16% Slovakia 16.4% Peru 17% Austria17% Latvia 17% France 17% Lithuania 18% New Zealand 18% Uruguay 18.5% Australia 19% Yugoslavia 19% Finland 20% Germany 20.9% Israel 21% Portugal 21% Hungary 21% Colombia 23% Romania 23% Scotland 23% Chile 23.5% England
25% Russia 25.1% Mexico 25.4% Argentina 26% Oman 26% Czech Republic 28% Greece 29.4% S. Africa 30% Iran 31.5% Jamaica 34% Bahrain 34% US 35.7% Paraguay 36% Curacao 36% Malta 36.5 Panama 40% Lebanon 40% Trinidid and Tobago 41% Kuwait 43.4% French Polynesia 66.3% Samoa American 74.3% Samoa -urban
Gary Foster Penn State ADA
Are poor food choices the cause?
Why are Americans gaining weight
• I. Lack of exercise• II. Sedentary lifestyles• III. Stress/pressure • IV. Advertising• V. Genetic• VI. Deep emotional needs, DR Phil• VII. Haven’t found the right diet
Premise for today!• We lose track of how much we are eating
Historical GlanceFood/Bev Introductio
n Size at intro(oz)
2002 sizes
Budweiser 1936 7.0 7,12,22,40
Hershey bar
1908 0.6 1.6,2.6,4.0 7.0,8.0
BK fry 1954 2.6 2.6,4.1,5.7 6.9
McD burger
1955 1.6 1.6,3.2,4.0 8.0
Soda-BK 1954 12.0, 16.0 12.0,16.0, 22.0,32.0 42.0
Young & Nestle, 2003. JADA Expanding Portion Sizes in the us Marketplace. (231-234)
Then and Now…Bagel
• 20 years ago• 3 in diameter• 140 calories
• Today• 350 calories
Then and Now…Burger• 20 years ago• 333 calories
• Today• 590 calories
• Monster Burger• 1420 calories
• Web video• video
Then and now…Fries
• 20 years ago• 2.4 oz• 210 calories
• Today• 6.9 oz• 610 calories
From the monster to the Riley burger
From Riley to
more madness
Then and Now…Spaghetti
• 20 years ago• 1 C. pasta-sauce
w/ 3 meatballs• 500 calories• Today• 2 C. pasta-sauce
w/3 meatballs• 1,025 calories
Value Marketing
• More for less money• “Combo Meal”• “Value Meal”• Increases company profits• We spend a little extra for larger portions• We feel we’ve gotten a deal• Is it of value to get more• of something you didn’t need in the first place
Value Meals• McDonald’s Quarter Pounder• Regular vs. value meal= 660 kcal
• Wendy’s Double w/cheese• Regular vs. Combo meal= 600
kcal
• Burger King Whopper• Regular vs. value meal= 590 kcal
• 1 daily value meal = 1#/wk = 52#/yr = 3,570#
Calorie Comparison-7-Eleven
0
100
200
300
400
500
600
700
Gulp Big Gulp Super Big Double
Other Trends
• Nestle Toll House cookies• recipe yields 60 vs. 100 when written in 1949
• Portion size me
• Web video
Super Size Me Documentaries
CBS Features Portion Size Me
video
II. Size and Shape of Containers
• General Finding About Package Size . . .
• Study 1. Package Size• Study 2. Portion Size• Study 3. Serving Shapes • Study 4. Shape Study #2
Package Size Increases Consumption
• People who pour from larger containers eat more than those pouring from small
• Consistent across 47 of 48 categories
0
100
200
300
400
500
600
700
"Small-x" "Medium-2x" "Large 3x"
SpagettiCrisco OilM&Ms
General Finding:Package Size Can
Double Consumption
Wansink, Brian (1996), ŅCan Package Size Accelerate Usage Vo lume?ÓJournal of Marketing, Vo l. 60:3 (July), 1-14.
Hungry for Some Stale Movie Popcorn?
• General Question• Does portion size effect
consumption?
• The Field Study (Chicago, IL)
• 2x2 Design• Large vs. X-Large Popcorn (pre-weighed)• Fresh vs. 10-day-old Popcorn
Wansink, Brian and SeaBum Park (2001), ŅAt the Movies: How External Cues andPerceived Taste Impact Consumption Vo lume,Ó Food Quality and Preference, 12:1(January), 69-74.
We Eat Much More from Big Containers
– People eat 45-50% more from extra-large popcorn containers
– They still eat 40-45% more with stale popcorn
Grams Eaten
Wansink, Brian and SeaBum Park (2001), ŅAt the Movies: How External Cues andPerceived Taste Impact Consumption Vo lume,Ó Food Quality and Preference, 12:1(January), 69-74.
0102030405060708090
100
LargeBucket
Extra-LargeBucket
Fresh
10 DaysOld
Do Peripheral Cues Influence Experts with Precise Target Volumes?
48 Philadelphia bartenders
• Given 4 tall, slender (highball) glasses or 4 short, wide (tumbler) glasses
• Given 4 full 1500 ml bottles and asked to pour …
• Split in to . . . • Less than 5 years
experience• More than 5 years
experience
Pour gin for gin & tonicPour rum for rum & CokePour vodka for vodka tonicPour whiskey for
whiskey/rocks
HighballGlass
Tumbler
Wansink, Brian and Koert van Ittersum (2003), ŅBottoms Up! Peripheral Cues andConsumption Vo lume,Ó Journal of Consumer Research. December, forthcoming.
0
0.5
1
1.5
2
2.5
TallHighball
Glass
ShortTumbler
Glass
oz
“When in Philadelphia, Should I Ask for a Tumbler
or a Highball Glass?”• Bartenders poured 28% more alcohol into tumblers than highball glasses
• Experience doesn’t eliminate bias
Wansink, Brian and Koert van Ittersum (2003), “Bottoms Up! Peripheral Cues and Consumption Volume,” Journal of Consumer Research. December, forthcoming.
< 5 years
5+ years
III. The effect of visibility and convenience on dietary
consumption
Gas stations, remember when someone else pumped the gasFast food, remember when you had to go in
Amount of Candy Consumption According to
Condition
Painter, J., Wansink, B., Hieggelki, J. (2002). How Visibility and Convenience Influence Candy Consumption. Appetite 38, 237-238.
0123456789
10
on desk in desk 2 metersfrom desk
Number of candies
consumed
on deskin desk2 meters from desk
Increase Intake when food is Visible
(on desk)
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Grapes
Chocolate
carrots
pretzels
Painter, j., Snyder, J., Rhodes, K., Deisher, C. 2008. The Effect of Visibility and Accessibility of Food on Dietary Intake.Journal of the American Dietetic Association, 108, 9. p A93.
Accessibility and Visibility of Raisins
0
0.5
1
1.5
2
2.5
3
3.5
Drawer (5) Desk (5) Desk (10)
Placement and Portions of Raisins
Avera
ge C
on
su
mp
tion
of
Rais
in B
oxes
Raisins Bags
20% ↑
37.5% ↑
Gaydosh, B., & Painter, J. (2010). The effect of visibility and quantity of raisins on dietary intake, a pilot study. Journal of the American Dietetic Association, 110(9): A32. DOI: 10.1016/j.jada.2010.06.117.
IV. The effect of calorie density on satiety & consumption
Effect of snack preloads on satiety and consumption
• At the pizza meal, there was a trend for lower FI after raisins compared to water (p < 0.09).
• However, snack (kcal) + pizza (kcal) intake was 13% lower after raisins and water compared to either grapes or the mixed snack (p < 0.04)
• Satiety was higher after raisins compared to water (p = 0.01)
• In contrast to other healthy snacks like grapes or the mixed snack, raisins increase satiety but not cumulative energy intake in children
Cumulative Energy intake
Control Grapes Raisins Mix0
200
400
600
800
1000
1200
58
62
50
67
35
Desire to eat (change in appetite per kilocalorie of the snack) after grapes
was lowest during the study measurement period with all other snacks.
Raisins was second.
V. Can Labels Change the Taste of Foods?
• Study 1. Descriptive Labels in the Cafeteria
Menu Items Used
• Red beans & rice• Seafood filet• Grilled chicken• Chicken Parmesan• Chocolate Pudding• Zucchini cookies
• Traditional Cajun Red beans & rice
• Succulent Italian Seafood filet
• Tender Grilled chicken• Home-style Chicken
Parmesan• Satin Dutch Chocolate
Pudding• Grandma’s Zucchini cookies
“Well, I know what I like” --> Maybe Not
• People evaluate descriptive foods as more favorable
Wansink, Brian, James M. Painter, and Koert van Ittersum, (2001) ŅDescriptive MenuLabelsÕ Effect on Sales,Ó Cornell Hotel and Restaurant Administrative Quarterly, 42:6(December), 68-72.
0
1
2
3
4
5
6
7
8
Plain Descriptive
Taste
Texture
Calories
Results: Effects are Less Strong with Desserts
Taste
No Label Label
Desserts
Main & Side Dishes
VI Visual cues
1. Ice cream2. Soup
Do We Put More into Big Containers?
• Subjects were give bowls (17oz or 34oz) and serving spoons of different sizes
• They serves themselves as much as they desired
Ounces Eaten
Wansink, B. Van Ittersum, K. Painter, J. (2006), “Ice Cream Illusions; Bowls, Spoons, and Self Serve Portions” American Journal of Preventive Medicine 31:3, 240-243.
0123456789
10
small Large
Refillable Soup Bowls Increase Consumption, but Not Perception of Consumption
0
50
100
150
200
250
300
No
rma
l
So
up
Bo
wls
Re
fill
ab
le
So
up
Bo
wls
Calo
ries
Actual CaloriesConsumed
Estimated CaloriesConsumed
Wansink, B., Painter, JE., North, J. 2005. Bottomless Bowls: Why Visual Cues of PortionSize May Influence Intake. Obesity Research, 13,1, 93-100.
VII. The effect of food selection on satiety & consumption
© 2012 Institute of Food Technologists 44
Snack intake (kcal) was lowest after grapes
and highest after cookies, compared with all
other snacks.
Grapes Raisins Potato Chips Cookies0
100
200
300
400
500
600
Calories Consumed
Calories Consumed
AA
B
C
Cumulative energy intake was lowest after grapes and highest after cookies, compared
to all other snacks.
© 2012 Institute of Food Technologists 45
Grapes Raisins Potato Chips
Cookies0
200
400
600
800
1000
1200
1400
1600
Cumulative Food Intake
Cumulative Food Intake
AB B
A
Raisins and Energy Levels• In paired comparisons of daily energy
scores between raisins and granola , raisins had higher energy scores than granola on 13 of the 14 days.
• This occurrence of higher energy scores with raisins over granola was statistically significant (p=0.002)
Raisins and Running
47
• Research conducted at the University of California – Davis & published in the Journal of the International Society of Sports Nutrition
• Eating raisins provides the same workout boost as sports chews
• Runners that ingested raisins or sports chews ran their 5k on average one minute faster than those that consumed only water.
Sports and Raisin Conclusion
48
• Both Raisins and Sports Jelly Beans are effective sources of fuel in the later stages of prolonged endurance exercise.
• Raisins are a natural, great tasting, cost-effective CHO alternative to commercial SJBs that can be used during moderate- to high-intensity endurance exercise.
Solution
• Self monitoring• Know what you are eating• Track what you are eating
Efficacy of self monitoring
Efficacy of self monitoring
MyFitnessPal
MyFitnessPal
Conclusion• Shape of container determines consumption• Visibility influences consumption
• Visibility of raisins increases consumption• Satiety levels of foods influence consumption
• Pre-meal snack of raisins decreases overall consumption• Food names effect consumption• Visual cues to satiation influence consumption• Choose correct form of food
• Raisins result in greater satiety than cookies• Raisins produce higher energy levels than granola
• Track what you consume
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