9/27/2016. Changing Food-Related Behavior: Insights from Behavioral Science. Changing Food-Related Behavior: Insights from Behavioral Science

Transcription

1 Welcome to the COPE Webinar Series for Health Professionals! September 28, 2016 Changing Food-Related Behavior: Insights from Behavioral Science Time: 12 noon 1 PM EDT Moderator: Lisa Diewald, MS, RD, LDN Program Manager MacDonald Center for Obesity Prevention & Education Handouts of the slides are posted at: MacDonald Center for Obesity Prevention and Education (COPE) Goals Provide Continuing Education Partner with agencies and organizations Participate in Research Enhance Education Changing Food-Related Behavior: Insights from Behavioral Science Objectives: 1. Drawing from the behavioral science literature, review the drivers of food-related decisions, particularly those that occur outside of the consumers awareness. 2. Identify strategies from behavioral science aimed at assisting clients in making better food-related decisions. 1

2 CE Credits Notice: Villanova University College of Nursing is accredited as a provider of continuing nursing education by the American Nurses Credentialing Center Commission on Accreditation Villanova University College of Nursing Continuing Education/COPE is a Continuing Professional Education (CPE) Accredited Provider with the Commission on Dietetic Registration The American College of Sports Medicine s Professional Education Committee certifies that Villanova University College of Nursing Continuing Education, Center for Obesity Prevention and Education (COPE) meets the criteria for official ACSM Approved Provider status (2015-December, 2018). Providership # CE Credits Credits: This webinar awards 1 contact hour for nurses and 1 CPEU for dietitians Suggested CDR Learning Need Codes: 4000, 6000, 6010, 8120, Level 2 Changing Food-Related Behavior: Insights from Behavioral Science Beth Vallen Ph.D. Associate Professor of Marketing Villanova University Department of Marketing and Business Law 2

3 DISCLOSURE Neither the planners or presenter have any conflicts of interest to disclose. Accredited status does not imply endorsement by Villanova University, COPE or the American Nurses Credentialing Center of any commercial products or medical/nutrition advice displayed in conjunction with an activity. CHANGING FOOD-RELATED BEHAVIOR: Insights from Behavioral Science WHAT IS BEHAVIORAL SCIENCE? Includes fields like psychology and more specifically behavioral economics and behavioral decision making sociology, and anthropology Focus is on irrational decision outcomes we exercise too little and eat too much 3

4 BEHAVIORAL SCIENCE APPLICATIONS Applications to myriad consumer welfare-related issues Health and wellness Retirement savings Environmental conservation Food-related decision making BEHAVIORAL SCIENCE EXAMPLES Goldstein, Ciandini, & Griskevicius (2008), A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels, Journal of Consumer Research. BEHAVIORAL SCIENCE EXAMPLES Wansink & Kim (2005), Bad Popcorn in Big Buckets: Portion Size Can Influence Intake as Much as Taste, Journal of Nutrition Education & Behavior. Wansink & van Ittersum (2006), The Visual Illusions of Food: Why Plates, Bowls, and Spoons can Bias Consumption Volume, FASEB Journal. 4

5 PUTTING BEHAVIORAL SCIENCE TO USE September 2015: Executive order calls for government agencies to use insights from behavioral science to better serve the American people, with health and wellness highlighted as key areas for change. In addition to there potential to inform change strategies at the policy level, insights from behavioral science can help us and those whom we try to help. APPLYING INSIGHTS TO CHANGE FOOD RELATED BEHAVIORS Model of consumer decision making: Acquisition Consumption Disposition What to eat How much to eat 5

6 ACQUISITION Biases in Planning, Shopping, and Choosing BIASES IN PLANNING, SHOPPING, AND CHOOSING The planning fallacy The present bias The role of marketing stimuli (context) Choice architecture Communicating identities THE PLANNING FALLACY Consumers are notoriously poor planners Planning fallacy (Kahneman & Tversky 1977) Implementation intentions help (Koole & van t Spijker 2000) (Photo via Raquel Martinez, Unsplash) (Photo via Steven Depolo, flickr) 6

7 PRESENT BIAS Consumers are focused on the now (not the later) Present bias (O Donoghue & Rabin 1999) Thinking about goals and publicly stating intentions helps (Photo via Petr Kratochvil) THE ROLE OF MARKETING STIMULI Consumers are heavily influenced by context. Marketing stimuli play a role at acquisition. PRICE The Marketing Mix PLACE PROMOTION THE ROLE OF MARKETING STIMULI Product Name Form Size Color Packaging Branding (Photo via Macaroni Grill) (Photo via Poppy, flickr) Irmak, Vallen, & Robinson (2011), The Impact of Product Name on Dieters and Nondieters Food Evaluations and Consumption, Journal of Consumer Research. 7

8 THE ROLE OF MARKETING STIMULI Product Name Form Size Color Packaging Branding Nenkov & Scott (2014), So Cute I Could Eat it Up : Priming Effects of Cute Products on Indulgent Consumption, Journal of Consumer Research. THE ROLE OF MARKETING STIMULI Price Price over time (e.g., Finkelstein, Ruhm, & Kosa 2005) Promotional pricing (e.g., Mishra & Mishra 2011; Mhurchu et al. 2010) Larger is a better value heuristic (Haws & Winterich 2013) (Photo via greggavedon.com, flickr) THE ROLE OF MARKETING STIMULI Place (distribution) Accessibility Salience (Photo via mroach, flickr) (Photo via Dan Perdue, flickr) 8

9 THE ROLE OF MARKETING STIMULI Promotion (communication) Advertising Packaging Product Placement Direct marketing Event sponsorship (Photo via Edkabhishek, Wikimedia Commons) Fishbach, Friedman, & Kruglanski (2003), Leading Us Not Unto Temptation: Momentary Allurements Elicit Overriding Goal Activation, Journal of Personality and Social Psychology. Connell, Brucks, & Nielsen (2014), How Childhood Exposure Can Create Biased Produce Evaluations That Persist into Adulthood, Journal of Consumer Research. ACQUISITION: CHOICE ARCHITECTURE The ways in which options are presented, impacts choice Compromise Effect is defined as the tendency to select intermediate or middle options in a choice set Carroll and Vallen (2014), Compromise and Attraction Effects in Food Choice, International Journal of Consumer Studies. CHOICE ARCHITECTURE Attraction effect is defined as a preference for similar items that dominate the close alternative on some attribute Carroll & Vallen (2014), Compromise and Attraction Effects in Food Choice, International Journal of Consumer Studies. 9

10 CHOICE ARCHITECTURE Vicarious goal fulfillment describes how the mere presence of option in a choice set can fulfill goals, licensing individuals to make goal-inconsistent choices Wilcox, Vallen, Block, & Fitzsimons (2009), Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision, Journal of Consumer Research. COMMUNICATING IDENTITIES Individuals signal who they are through the products they buy Acquisition can signal their value, wealth, or power to others (Ahuvia & Wong 2002; Belk 1985; Dubois, Rucker, & Galinsky 2012) Over acquisition of food particularly related to good provider image (Evans 2012; Graham-Rowe, Jessop, & Sparks 2014; Visschers, Wickli, & Siegrist 2016) (Photo via David Castor) WHY DOES THIS MATTER? We eat more when we have more to eat (Chandon & Wansink 2002; Wansink & Kim 2005) True for portions, packages, tableware, etc. We eat more when we are choosing from more varied options (Kahn & Wansink 2004) (Photo via brandi sims, flickr) 10

11 CONSUMPTION Factors that Impact Eating FACTORS THAT IMPACT EATING The food environment The eating environment Social influence Time How you are feeling Goals/Self-regulation CONTEXTUAL BIASES Consumers are still heavily influenced by context. 11

12 THE FOOD ENVIRONMENT It can be factors related to the food (i.e., the food environment) like the label information. like mere exposure to it. like the number of units depicted on the package. Madzharov & Block (2010), Effects of Product Unit Image on Consumption of Snack Foods, Journal of Consumer Psychology. Marcelino et al. (2001), Internal and External Determinants of Eating Initiation in Humans, Appetite. Antonuk & Block (2006), The Effect of Single Serving Versus Entire Package Nutritional Information on Consumption Norms and Actual Consumption of a Snack Food, Journal of Nutrition Education and Behavior THE EATING ENVIRONMENT or more general atmospherics (i.e., the eating environment). (Photo via Tim Krech, flickr) (Photo via kajaanifoto, Wikimedia commons) Stroebele & DeCaastro (2004), Effect of Ambience on Food Intake and Food Choice, Nutrition. SOCIAL INFLUENCE The presence of others also impacts consumption. Eating with others increases the length of meals and, in turn, quantity consumed (i.e., social facilitation; Klesges et al. 1984; see Herman 2015 for a review) Meals with others are 44% larger; 76% larger with 7 or more people (De Castro and Brewer 1992) Tendency to match others consumption (Herman, Roth, & Polivy 2003) May depend on the body type of the other person (e.g., McFerran et al. 2010) May depend on individual impression management motivations (e.g., Robinson et al. 2011) Family influence (Birch, Savage, & Ventura 2007) 12

13 TIME Time impacts consumption Time of day Time of year (Photo via LouiseTynan95, Wikimedia Commons) Boland, Connell, & Vallen (2013), Time of Day Effects on the Regulation of Food Consumption After Activation of Health Goals, Appetite. (Photo via pulaw, flickr) Martins & Vallen (2014), The Impact of Holiday Eating Cues on Self- Regulatory Bolstering for Dieters and Non-Dieters, Psychology & Health. HOW YOU ARE FEELING Emotions impact eating Felt affect (Garg, Wansink, & Inman 2007) Mood management (Gardner et al. 2014) Affect regulation (Vallen, Block, & Eisenstein 2014) Licensing (Khan & Dhar 2006; Hui, Bradlow, & Fader 2009) GOALS Self-regulation involves controlling behavior in the face of temptations Necessary for goal achievement Self-control manifests in the food domain (e.g., dieting) The type of goal matters All or nothing goals lead to counterregulatory eating (e.g., the what the hell effect; Polivy et al. 1986, 1996) 13

14 WHY DOES THIS MATTER? The US aggregate food supply provided 3,800 calories per person per day in 2000 (USDA Agriculture FactBook 2002). 1,100 calories were attributed to spoilage, plate waste, and other losses 2,700 calories were attributed to dietary intake We acquire too much. We consume too much. WHAT CAN WE DO ABOUT IT? At acquisition Make a plan AND a strategy to implement the plan. Focus on the future when making a decision right now. Rely on objective information when making decisions (e.g., calories) instead of puffery. Create your sub-culture surrounding food. WHAT CAN WE DO ABOUT IT? At consumption Know what is relevant. Knowledge and motivation drive better food choices (Andrews, Netemeyer, & Burton 2009; Moorman 1990) Estimate nutritional content for parts of the meal (rather than the meal overall). Helps to reduce estimation biases (Chernev & Chandon 2010; Irmak, Vallen, & Robinson 2011) Seek positive role models (and invite them to dinner). Anticipate your emotions. Take actions to bolster self-control (and not just before your holiday dinner). Know your goals (and remind yourself). Define your splurge and move on. 14

15 WELL IF IT S THAT EASY Many of these occur at a subconscious level. There are many, many more effects to consider. These do not impact individuals in isolation, but may interact with other effects. We make many, many food-related decisions (and don t always have the time to become hyper involved with each). We balance health and taste. Understanding is likely to lead to more mindful, positive choices. THANK YOU! Beth Vallen Department of Marketing & Business Law Villanova University beth.vallen@villanova.edu Evaluations and CE Certificates Those completing the webinar will be ed a link to the evaluation. The will be sent to the address that you used to register for the webinar. Complete the evaluation soon after you receive the . The evaluation does expire after 3 weeks. Once expired, you cannot obtain a certificate. Once the evaluation is completed, the CE certificate will be ed separately within 2 or 3 business days. 15

16 Upcoming COPE Professional Webinars Berna Magnuson PhD, ATS Fellow Vice-President Health Science Consultants Low Calorie Sweeteners and a Healthy Lifestyle: Do they fit together? Date: Wednesday, October 12, 2016 Time: 12:00PM - 1:00PM EST CE Credit : 1.0 contact hour, 1.0 CPEU To register: villanova.edu/cope Sponsored by an unrestricted educational grant from SPLENDA Sweeteners Questions and Answers! Moderator: Lisa K. Diewald MS, RD, LDN cope@villanova.edu Web site: To receive monthly s on upcoming COPE events, please join COPE s Contacts on our website. Thank you for your time and interest. 16