food and eating: is it health versus pleasure or …...scott, inbar & rozin, 2015 • the...
TRANSCRIPT
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Food and eating: Is it health
versus pleasure or health with
pleasure: Cultural perspectives"
Paul Rozin
University of Pennsylvania
November, 2014
Copenhagen
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Life satisfaction (0-10 point scale) (Helliwell, Layard & Sachs, World
Happiness Report, 2013)
• 6. Canada 7.477
• 5. Sweden 7.480
• 4. Netherlands 7.512
• 3. Switzerland 7.650
• 2. Norway 7.655
• 1. Denmark 7.693
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Main predictors of life satisfaction
• 1. log: Gross Domestic Product/capita
• 2. Years of healthy life expectancy
• 3. Having someone to count on in times of
trouble
• 4. Perceptions of corruption
• 5. Prevalence of generosity
• 6. Freedom to make life choices
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Positive Psychology
(Martin Seligman)
• P. Positive emotions
• E. Engagement
• R. Relationships
• M. Meaning
• A. Accomplishment
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Country rankings: Population about 2008http://www.nationmaster.com/graph/peo_pop-people-population
Country Pop Country Pop
1 China 1,303 11 Mexico 110
2 India 1,148 12 Phillipines 96
3 USA 304 13 Viet Nam 86
4 Indonesia 238 14 Ethiopia 83
5 Brazil 196 15 Germany 82
6 Pakistan 173 16 Egypt 82
7 Bangladesh 154 17 Turkey 72
8 Nigeria 146 18 Congo 67
9 Russia 141 19 Iran 66
10 Japan 127 20 Thailand 66
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Malnutrition
• UNITED NATIONS FAO
estimate
• 2010-2012
• 870,000,000 in world are
chronically malnourished
(852,000,000 in developing world)
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Marasmus: energy
deficiency
Kwashiorkor: protein
deficiency
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World obesity 2010
• http://www.who.int/mediacentre/factsheets/
fs311/en/
• In the world, over 200 million men and
nearly 300 million women are obese
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World Obesity (CIA, 2008)
Obesity BMI>=30 as % of all adults
• https://www.cia.gov/library/publications/the
-world-factbook/rankorder/2228rank.html
• 1. American Samoa 74.6%
• 18. USA 33.0%
• 23. Mexico 32.1%
• 102. Brazil 18.8%
• 107 Denmark 18.2%
• 108. France 18.2%
• 157. Japan 5.0%
• 184. India 1.9%
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The obesity epidemic
• Since 2000
• Not an epidemic
• Not contagious
• Not a growth curve like an epidemic
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Epidemic versus “Slow crawl”
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The obesity epidemic
• For Americans in last 20 years
– About 1.5 pound gain per year
• 1 to 7 12 oz coke cans a week
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Flegal et al., 2005Main Outcome Measures Number of excess deaths
in 2000 associated with given BMI levels
-100
-50
0
50
100
150
BMI<18.5 BMI >=18.5,<25
BMI >=25, <30 BMI>=30
EX
CE
SS
DE
AT
HS
(1000S
)
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What is healthy eating?
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Cod liver oil and vitamin CGoogle n gram
1900 1950 2000
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Cholesterol, sugar, antioxidants
1950 1970 1990 2008
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Gluten: Cites in public media:
2009-2014 (factiva)C
ites
/yea
r
year
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1992 USDA Food Pyramid
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The vegetable problem
• With Matthew Ruby
• Fruits vs Vegetables palatability
• The meaningless vegetable category
• Potato like banana
• Tomato like peach
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Doctors and lay people:
The power of culture (Leeman,
Fischler & Rozin, 2006)
• 50-70 doctors and 50-70 lay people from each of
five countries
• France, Germany, Italy, U.K., U.S.A
• 20 items relating diet and eating to health
– Value of vitamin pills
– Healthiness of dairy products, wine, meat
– Importance of food, exercise, moderation for health
– (Leeman, Fischler & Rozin, 2006)
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Lay-Doctor similarities on food-health
(Pearson rs across 20 variables)
• France doctor with
– France Lay .45
– US doctor -.53
• US doctor with
– US Lay .48
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Consistent messages over
decades
• 1.Don’t eat too much
• 2. Eat a wide variety of foods
• 3. Fruits, vegetables and nuts/legumes are
healthy
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Preadaptation and Food
nutrition pleasurenutrition pleasure
Social
force
Art
form
Meta-
phor
phor
Moral
entity
Political
Statement
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Bruce Ames on pesticides
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The seven most deadly chemical
compounds * Synthetic
LD50 /mg/kg
Botulinum toxin A 3 x 10-8
Tetanus toxin A 5 x 10-6
Diphtheria toxin 3 x 10-4
Dioxin * 3 x 10-2
Muscarine 2 x 10-1
Bufotoxin 4 x 10-1
Sarin * 4 x 10-1
LD50 = The lethal dose of a compound for 50% of animals
exposed
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Process vs Content: survey results from
representative Americans (0-100 scale)
% reduction
in natural
Wolf
German
shepherd
12%
Cocker
spaniel
15%
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Process vs Content: survey results from
representative Americans (0-100 scale)
% reduction
in natural
Wolf
German
shepherd
12%
Cocker
spaniel
15%
Wild animal
with one gene
insert
54%
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natural spring water with no minerals
Mean
Natural
(0-100)
Spring water with no
minerals
92a
Add .1% minerals from other
spring water
69b
Remove same minerals 62c
a, b and c are significantly different in each column
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Natural superiority halo: foods
Natural vs Processed (177 college
students; 1-5 scale, 3 = neutral)
00.5
11.5
22.5
33.5
44.5
5
Hea
lth
Enviro
n
Taste
Appea
rance
Com
plexi
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Mea
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atu
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With Sydney
Scott
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Natural superiority halo: foods
Natural vs Processed (177 college
students; 1-5 scale, 3 = neutral)
00.5
11.5
22.5
33.5
44.5
5
Hea
lth
Enviro
n
Taste
Appea
rance
Com
plexi
onEss
entia
l AA
sFre
e Tra
deMea
n n
atu
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UNPUB
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Attitudes to Genetically Modified Organisms
(random sample of 1,000 from each country:
Fischler, Rozin et al., OCHA)
% strongly opposed to
consuming GE foods
Germany 68%
France 65%
U.K. 31%
U.S.A. 22%
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Reservoir theory of food worries
germs
salt
toxins
fat
USA EUROPE
New food-health threatNew food-health threat
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GMO opposition
Scott, Inbar & Rozin, 2015
• The conflict in the American left
• Evidence Insensitivity
• GMO opposition is moralized in USA 45%
• Moral (majority) and non Moral opponents
• Unlike domestication, GMO is unnatural
• Moral opponents find GMOs more
disgusting
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Teosinte
To
Corn
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Informationsdienst Gentechnik
• 10 arguments against
GMOs
• All possible, would stop
any progress
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Culture as different defaults
• Which doesn’t belong?
• SHAME ANGER HAPPINESS
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Culture as different defaults
• SHAME ANGER HAPPINESS
• American college students 95% happy
• Small Brahmin Indian sample 100% anger
• Hindu Indian college students 44% anger
– Menon & Shweder, Rozin, 2003
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Role of religion: Eating is a religious experience;
My diet must adhere to strict moral/religious princip
females males
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Culture selection
• Denmark + or -
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Feature Heaven Hell
Love Italians
Banks Swiss
Universities British
Food French
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Feature Heaven Hell
Love Italians Swiss
Banks Swiss
Universities British
Food French
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Feature Heaven Hell
Love Italians Swiss
Banks Swiss Italians
Universities British French
Food French
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Feature Heaven Hell
Love Italians Swiss
Banks Swiss Italians
Universities British French
Food French British
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Late 20th Century developed
world• Epidemiological revolution: longer life and death
from degenerative diseases: shift to long-term consequences
• food surplus
• extraordinary range of food choices
• development of super-foods (e.g. chocolate)
• no work needed to attain choices
• massive amounts of risk information
• no training in dealing with risks/benefits or nutrition
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The combination of health and
beauty norms
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“Concerned about being
overweight”
• % responding “often“ or “almost always”
• 57% females, 21% males
• US college students from 6 universities
across the country
Rozin, Bauer & Catanese, 2003
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“I am embarrassed to buy a
chocolate bar in the store”
• American college students from six campuses across the USA
• % Females: 13.5
• % Males: 4
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Obesity:
France vs USA
• % BMI >= 30
• France: 16%
• USA: 32%
• 2008 http://www.who.int/gho/countries
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Life expectancy at birth(data from 2008-2010: www.who.int/gho/countries)
rank country years rank country years
1 Japan 83 10 Norway 81
4.5 Australia 82 10 Sweden 81
4.5 Israel 82 14 Austria 80
4.5 Italy 82 14 Belgium 80
4.5 Singapore 82 14 Finland 80
4.5 Spain 82 14 Germany 80
4.5 Switzerland 82 14 Greece 80
10 Canada 81 14 Korea 80
10 France 81 14 U.K. 80
10 Netherlands 81 19.5 U.S.A. 79
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Age-standardized annual mortality from
CHD and related risk factors(males 35-64)
WHO/MONICA Renaud & de Logeril, 1992
Location Mortality /
100,000
Serum chol-
esterol (mg/dl)
Toulouse, France 78 230
Lille, France 105 252
Stanford, USA 182 209
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Thinking about food
with Claude Fischler
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Percent of subjects preferring a week at a
luxury (vs. gourmet) hotel at same price
Females Males
Paris, France 13 8
USA 83 70
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Percent of subjects selecting “unhealthy” for
choice:
What do you think of when you think of
HEAVY CREAM?: whipped or unhealthy
Females Males
France 28 23
USA 68 48
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Percent of subjects agreeing that
they eat a “healthy diet”
Females Males
France 76% 72%
USA 28% 38%
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Metaphor: Food and the body
are like:
USA France
Tree 26 66
Car or factory 43 26
Temple 32 10
Representative national samples
Fischler, Rozin et al., 2004
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Food and medicine are
fundamentally different
% strongly
agree
% agree
France 74 18
US 16 59
OCHA-CIDIL Total n = 340
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Factors in food attitudes
• Consumption of fat-reduced food
• Worry or concern about food and eating
• Importance of food in life
• Culinary vs nutritional thinking
• Evaluation of self as a healthy eater
• Conception of relation of food to body
• Separation of food and medicine
• Conception of healthy/tasty link
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Changing the person
• Only bariatric Education about science, risks,
benefits
• Weight almost like height
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The environment
with Fischler, Pete and Kabnick
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The power of the environment
• Amnesia study
• Wansink and refilling soup bowl (73%
more)
• Availability (cost) and palatability: two
major controllers of intake
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Eating time
(lunch, mean minutes)
Source France USA
McDonalds 22.3’ 13.2’
Quick/
Burger King
16.5 15.3
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Restaurant portion size
Restaurant France USA
McDonald’s (7) 189g 256g
Quick/Bking(5) 207g 322g
Chinese (6) 244g 418g
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Supermarket food portions
ITEM Carrefour Acme
Yogurt (modal) 125g 227g
Fresh fruit
(mean,4 types)
431g 553g
Coca cola
(modal)
330ml 500ml
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Supermarket non-food portions
ITEM Carre-
four
Acme
toothpaste
(modal, ml)
75 170
toilet paper
(mean, sq cm)
121 117
Cat food
(modal, g)
100 85
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Mean own portion size (ice cream)
(scoop size: 10-110) (with Marle
Alvarenga)
Mea
n P
ort
ion
siz
e
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Cultural norms: Unit bias(Geier and Rozin, 2006)
• Free access in lobby to bowl of M&Ms, with either teaspoon or tablespoon
• Amount taken with tablespoon is 70% greater
• Similar effects with large or small tootsie rolls or pretzels
• Cumulating increments: James Hill, Barbara Rolls, Paul Rozin and others
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100g, 100 calories
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Lay’s stacked potato chips
Geier, Wansink and Rozin
Segmentation and consumption interrupts
About 50% reduction
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Vetri Foundation Charter School Lunch: Feb, 2013
With Elizabeth Hyde, Jarrett Stein and Matthew Ruby
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Vetri Foundation Charter School Lunch: Feb 2013
$1.50
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END
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Informationsdienst Gentechnik
• 1. Don’t know how it will affect the
genome
• 2. Will harm the ecological balance
• 3. Don’t know its effect on human health
• 4. May affect antibiotic resistance
• 5. Can’t be reversed
• 6. Uncertain costs for analysis and quality
control
• 7. Takes away consumer free choice
• 8. Will reduce agricultural jobs
• 9. No insurance against harm
• 10. patentable, may harm the food market