Triggers of food behaviours: Habit and Unconscious Influences Dr Mary McCarthy Department of Food Business & Development, Cork University Business School, UCC
Outline Context for food behaviours: source influences Making the unconscious conscious Technology
Food behaviours Food choices and behaviours represent an integral part of our everyday lives. These can impact on our wellbeing and happiness both directly and indirectly. Health consequences of food behaviours are well documented.
Food behaviours? What How much of what? How often and with whom? When?? How Role of context and cues?
Past: Norms and trajectory Norms these shape our food behaviours in way that we are often barely aware (Lupton 2000, pp 94-95). Macro Economy, social, food system, media Meanings associated with foods (roles, identity..) and places. Micro Family, peers, education.. What is considered as: healthy? appropriate - quantities and types of food? desirable behaviours in given contexts? desirable physique? These can influence choices and satisfaction derived. Sources: Newcombe et al., (2012);Delaney and McCarthy, (2011);Furst et al., (1996)
Present time: Context and perspective Place Home, work. Purpose Meal type, Food, Occasion People Who else is involved in the meal, decision making Perceptions and Motives What is important What delivers on important motives? What How often and with When whom??? How How much of what? Role of context and cues? Newcombe et al. (2012); Delaney and McCarthy (2011); Furst et al. (1996)
Food behaviours: Cognitive and physiological processes Deliberated, conscious, goal driven.. Fits with certain consumption context Routinised/repetitive everyday food behaviours. Visceral responses- impulses.? What How often and with When whom??? How How much of what? Role of context and cues? Source: Petit et al (2016).
Visceral state Low High The hot cold decision triangle Visceral reactions Dominated by heuristics & automaticity Cold reasoning System 1 Cognitive system System 2 Source: Yang et al. (2012) cited in Petit et al (2016).
when I m eating it, I absolutely love it. Well, when I d be lying down in bed some nights I d have the heartburn I d be saying I shouldn t have ate it all, I shouldn t have ate all the fat you know and I d know it would be grease like but the following day I d do the same thing again like. Self-regulation challenges Mary, 52, healthy
Mindless eating: Heuristics and habits Size and shape of containers. Prof. Brian Wansink
Mindless eating: Heuristics and habits Size and shape of containers. Quantity of food offered. How food is displayed and where. Norms on portion size. Perceptions of what is tasty versus healthy. Prof. Brian Wansink
Google search: Images of tasty food Meals Food solutions Balance?
Google Search: Images of healthy foods Food products Food solutions Balance?
Has this influenced perceptions? Lettuce, tomatoes and all that kind of stuff. So I think that s healthy eating Food Life Satisfaction and meat consumption Jana, 65, Obese
Making the unconscious conscious Looking at individual responsibility
Things like that, yes I did, I ate too much, my portions were away too big. Alice, 63, Obese, Diabetes
When things go wrong I go for an old bar of chocolate. I would have a taste for sweet things alright. Jean, 56,Obese
New food behaviour scripts Goal driven behavioural change involves: Change goal focus From solely enjoyment/ convenience/ economising to healthy. Change in responses Attempt to control visceral responses through self-regulation. Formation of new habits The strength of the force driving goal refocusing. Redefining oneself creating a new identity.
So do you know we d been knocked out alright when I was diagnosed with diabetes. It took me about six or seven months TO ACCEPT IT, to CHANGE MY LIFESTYLE. I have control over my food now. Before it never worried me because I could eat everything do you know. Redefining oneself, New Goal focus, New food behaviours Harriet, 65, Obese, Diabetes
New food behaviour scripts Changing context in the micro- or macro- environment: What is offered in the food environment one is regularly exposed to. What is happening within the immediate family/social environment. Creating new scripts for particular contexts or through the elimination of particular contexts.
So I just don t cook desserts anymore because I used to make apple tarts and everything and God I d eat the apple tart and gee sure, it was suicide. (laugh) New script in the home Mary, 61, Healthy BMI
If there s no one in the house here now, I could get a jumbo packet of sweets, a magnum, a tub of ice cream, crisps and I could have cider and I could drink three or four cans of cider and eat all them and still go out and make a sandwich and I know [stomach pains] tis down to, what I ve eaten and I shouldn t if there is someone in the house then, I wouldn t go to that extent at all. if they see me doing this now, they are going to rear up on me.. The micro context: Social control in home context Mark, 55, Obese, Diabetes
Reframing thinking around food Well I like having my, I love having my dinner and I love, look forward to having my breakfast when I wake up in the morning and do you know (laughs).. I love, fish, salads I suppose I used love my cake and my biscuits with my cup of coffee but that, I don t do that anymore. I suppose, the older you get you d be saying I better mind my cholesterol and do you know yourself. Diana, Obese
New food behaviour scripts Need to engage in cold reasoning in the initial phase of BC call it out. Create a new representation of ones feelings about foods and food behaviours. Commence new behavioural routines. Over time - shift the new behaviour to one dominated by heuristics (habit). Behaviour specific habits can form when the context is stable. To what extent can new behaviour patterns become embedded?
I don t know if I ll ever feel the same about eating in that sense do you know? Goal focus to health. Not deriving happiness He knows like that it wasn t from choice I made all these changes do you know. Alice, Obese, Diabetes Longer term goals competing with more immediate goals.
Changing behaviours: how much responsibility Food behaviours are set in the context of an environment in flux. Special offers Innovative exciting new offerings Cues that lead consumers to consider their value propositions or revert to old behaviours (with little or no thought).
Dealing with unstable environments Self-Regulation: Control the environment Control the body Cold reasoning Government regulation: Tax Availability
Dealing with unstable environments Clearly controlling the environment to reduce exposure to particular cues and products can impact food consumption. But a food environment with little or no temptations??? Can physiological processes help?
The challenge of unhealthy but tempting foods Sensorimotor Dimension The sight, aroma and look of some foods trigger positive associations with taste, enjoyment and anticipated consumption. this prepares the body to initiate a behavioural responses Petit et al (2016). This has been driven by system 1 (automated responses). Suggestion that one could manipulate these sensors to promote embodied reasoning mindfulness!!!
Embodiment The body and mind dynamic Low High Driven by visceral reactions Dominated by heuristics & automaticity Engage in embodied reasoning Engage in cold reasoning System 1 System 2 Cognitive System. but I get the munchies, ( ) it s addictive, like I might go have a pack of crisps... [Food is] everything, it keeps you alive, everything, comfort, warmth, it s comfort. I think it is warm and comforting.. Petit et al (2016). Pleasure and the control of food intake: An embodied cognition approach to consumer self regulation
Food behaviours research on the rational conscious dimension.. Considers the influence of normative, behavioural beliefs goals, and control beliefs (in particular efficacy and availability). Situating this type of research in the behaviour context while measuring indirect and unconscious influences could provide a holistic picture on food choices.
Interdisciplinary approach The need to use a range of response measures that align to the characteristic of the behaviour. Digital technology Help consumer choice Provide insight for researchers at a interdisciplinary level
The virtual store
The virtual store How would this be shopped in comparison to a traditional store. Smell and feel removed Eliminate cues linked to more visceral responses.
The smart fridge. Save on waste.. Support healthy eating?
What is attaching consumers
Cat scans
Creating a healthier eating habit The creation of a healthier eating habit requires interventions that involve changes to: 1. food environments; 2. perspectives on a healthy diet; 3. prioritisation of health in consumer choice architecture; and tools that can facilitate bodily states supporting the health choice being the easy choice.