Transcript Document

Food Psychology: Why we
eat more than we think
Jim Painter PhD RD
California Raisin Marketing Board
Professor Eastern Illinois University
Obesity Trends
Obesity Trends* Among U.S. Adults
BRFSS, 1990
(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)
Percent of Adult Females that are Obese by Country
3.4% Philippines
5% Switzerland
5.6% Thailand
6.7% Singapore
8% Malaysia
8% Tunisia
8.3% Cuba
9.9% Italy
10% Norway
10.3 Brazil
11% Netherlands
12% Sweden
13% Belgium
13.7% Canada
14% Spain
15% Mauritius
15% Iceland
15% Denmark
(WHO, 2003)
16% Ireland
16% Slovakia
16.4% Peru
17% Austria
17% 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
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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 Glance
Food/Bev
Introductio Size at
n
intro(oz)
Budweiser 1936
7.0
Hershey
bar
1908
BK fry
1954
McD
burger
1955
Soda-BK
1954
2002 sizes
7,12,22,4
0
0.6
1.6,2.6,4.
0
7.0,8.0
2.6
2.6,4.1,5.
7
6.9
1.6
1.6,3.2,4.
0
8.0
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
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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
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Burger King Whopper
• Regular vs. value meal= 590 kcal
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• 1 daily value meal = 1#/wk = 52#/yr =
3,570#
Calorie Comparison-7-Eleven
700
600
500
400
300
200
100
0
Gulp
Big Gulp
Super Big
Double
Other Trends
• Nestle Toll House cookies
• recipe yields 60 vs. 100 when written in 1949
Super Size Me
Documentaries
• Portion size me
• Web video
CBS Features Portion Size Me
video
II. Size and Shape of Containers
• General Finding About Package Size . . .
• Study
• Study
• Study
• Study
1.
2.
3.
4.
Package Size
Portion Size
Serving Shapes
Shape Study #2
Package Size Increases Consumption
• People who pour from larger 700
containers eat more than
600
those pouring from small
• Consistent across 47 of 48 500
categories
400
General Finding:
Package Size Can
Double Consumption
Spagetti
Crisco Oil
M&Ms
300
200
100
0
"Small-x"
Wansink, Brian (1996), ŅCan Package Size Acce lerate Usag e Volume?Ó
Journal of Marketing, Vol. 60:3 (July), 1-14 .
"Medium-2x"
"Large 3x"
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 and
Perceived Taste Impact Consumption Volume,ÓFood Qu ality and Preference , 12:1
(Janua ry), 69-74 .
We Eat Much More from Big
Grams Eaten
Containers
– People eat 45-50% more
from extra-large popcorn
containers
– They still eat 40-45%
more with stale popcorn
100
90
80
70
60
50
40
30
20
10
0
Wansink, Brian and SeaBum Park (2001) , ŅAt the Movies: How External Cues and
Perceived Taste Impact Consumption Volume,ÓFood Qu ality and Preference , 12:1
(Janua ry), 69-74 .
Fresh
10 Days
Old
Large
Bucket
ExtraLarge
Do Peripheral Cues Influence
Experts with Precise Target
Volumes?
48 Philadelphia bartenders
• Given 4 tall, slender (highball) glasses
or 4 short, wide (tumbler) glasses
Highball
Glass
Tumbler
• Given 4 full 1500 ml bottles and asked
to pour …
• Split in to . . .
• Less than 5 years experience
• More than 5 years experience
Pour
Pour
Pour
Pour
gin for gin & tonic
rum for rum & Coke
vodka for vodka tonic
whiskey for whiskey/rocks
Wansink, Brian and Koert van Ittersum (2003) , ŅBottoms Up! Peripheral Cues and
Consumption Volume,ÓJournal of Consumer Research. Dec ember, forthcoming.
“When in Philadelphia, Should I Ask
for a Tumbler or a Highball Glass?”
2.5
< 5 years
2
5+ years
1.5
oz
1
• Bartenders poured
28% more alcohol
into tumblers than
highball glasses
• Experience doesn’t
eliminate bias
0.5
0
Tall
Highball
Glass
Short
Tumbler
Glass
Wansink, Brian and Koert van Ittersum (2003), “Bottoms Up! Peripheral Cues and
Consumption Volume,” Journal of Consumer Research. December, forthcoming.
III. The effect of visibility and
convenience on dietary consumption
Gas stations, remember when someone else pumped the gas
Fast food, remember when you had to go in
Amount of Candy Consumption
According to Condition
10
9
8
7
Number of 6
candies 5
consumed 4
3
2
1
0
on desk
in desk
2 meters from desk
on desk
in desk
2 meters
from desk
Painter, J., Wansink, B., Hieggelki, J. (2002).
How Visibility and Convenience Influence
Candy Consumption. Appetite 38, 237-238.
Increase Intake when food is Visible
(on desk)
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
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.
Average Consumption of Raisin Boxes
Accessibility and Visibility of
Raisins
37.5% ↑
3.5
3
20% ↑
2.5
Raisins Bags
2
1.5
1
0.5
0
Drawer (5)
Desk (5)
Desk (10)
Placement and Portions of Raisins
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
1200
1000
67
62
58
50
800
600
400
200
0
Control
Grapes
Raisins
Mix
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.
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V. Can Labels Change the Taste of Foods?
• Study 1. Descriptive Labels in the Cafeteria
Menu Items Used
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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
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• People
evaluate
descriptive
foods as
more
favorable
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6
5
Taste
4
Texture
3
Calories
2
1
0
Plain
Wansink, Brian, James M. Painter, and Ko ert van Ittersum, (2001) ŅDescriptive Menu
LabelsÕEffe ct on Sales,ÓCornell Hotel and Restaurant Administrative Quar terly, 42:6
(Dece mber), 68-72 .
Descriptive
Results:
Effects are Less Strong with Desserts
Desserts
Taste
Main & Side Dishes
No Label
Label
VI Visual cues
1. Ice cream
2. 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
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.
Ounces Eaten
10
9
8
7
6
5
4
3
2
1
0
small
Large
Refillable Soup Bowls Increase Consumption,
but Not Perception of Consumption
300
Calories
250
200
Actual Calories
Consumed
Estimated Calories
Consumed
150
100
50
Bowls
Soup
Refillable
Bowls
Soup
Normal
0
Wansink, B., Painter, JE., North, J. 2005. Bottomless Bowls: Why Visual Cues of Portion
Size May Influence Intake. Obesity Research, 13,1, 93-100.
VII. The effect of food selection on satiety
& consumption
Snack intake (kcal) was lowest after grapes and highest
after cookies, compared with all other snacks.
Calories Consumed
600
C
500
B
400
300
A
Calories Consumed
A
200
100
0
Grapes
44
Raisins
Potato Chips
© 2012 Institute of Food Technologists
Cookies
Cumulative energy intake was lowest after grapes and
highest after cookies, compared to all other snacks.
Cumulative Food Intake
1600
B
1400
1200
B
A
A
1000
800
Cumulative Food Intake
600
400
200
0
Grapes
45
Raisins
Potato Chips
© 2012 Institute of Food Technologists
Cookies
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
• 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.
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Sports and Raisin Conclusion
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.
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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
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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
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Visibility of raisins increases consumption
Raisins result in greater satiety than cookies
Raisins produce higher energy levels than granola
Track what you consume