Koert van Ittersum Professor of Marketing and Consumer Well-being Learned when young is done when...
-
Upload
makenzie-pearson -
Category
Documents
-
view
215 -
download
0
Transcript of Koert van Ittersum Professor of Marketing and Consumer Well-being Learned when young is done when...
Koert van IttersumProfessor of Marketing and Consumer Well-being
Learned when young is done when young: Children's Portions & Obesity
2nd Annual
Healthwise Conference"Quality of Life""Quality of Life"
The Problem
The Mindful Marketer
The Mindful Marketer
The Mindful Marketer
The Mindless Consumer
The Mindless ConsumerVisual Illusions and Consumption
The Mindless ConsumerVisual Illusions and Consumption
Adults serving themselves OJ
Wansink and Van Ittersum (2003)
The Mindless ConsumerVisual Illusions and Consumption
Serving: F(1, 82) = 11.99, p < .05
Perception: F(1, 82) = 81.77, p < .01 N=89
Age=37.2, 22.4% F
Jazz Camp
Professional bartender serving drinks
Despite 6 years of bartending experience, professional bartenders served 20.5% more into short, wide glasses than tall elongated glasses (Wansink and Van Ittersum 2003)
The Mindless ConsumerVisual Illusions and Consumption
N=45
46.7% F
F(1, 33) = 29.83 p < .01
Childeren serving themselves OJ
Wansink and Van Ittersum (2003)
The Mindless ConsumerVisual Illusions and Consumption
N=97
Age=15.0, 54.6% F
Health and Fitness Camp
Serving: F(1, 90) = 93.72, p < .05
Perception: F(1, 90) = 3.83, p = .05
THE SIZE OF AMERICAN-MANUFACTURED PLATES APPEARS TO INCREASE FROM 1900 TO 2010
The Mindless ConsumerVisual Illusions and Consumption
Van Ittersum and Wansink (2012)
The Mindless ConsumerVisual Illusions and Consumption
The Mindless ConsumerVisual Illusions and Consumption
Wansink and Van Ittersum (2005)
Even when nutrition experts were given a larger bowl, they served themselves 31.0% more ice cream without being aware of it
Ouncesof ice cream
The Mindless ConsumerVisual Illusions and Consumption
N=85
68.2% F
Serving: F(1, 80) = 8.05, p < .01
Perception: F(1, 80) = 2.70, p = .10
Wansink and Van Ittersum (2005)
Adult jazz musicians served themselves 32,5% more cereal
Grams of cereal
The Mindless ConsumerVisual Illusions and Consumption
Serving: F(1, 80) = 16.54, p < .01
N=81
Age=37.2, 22.2% F
Jazz Camp
Van Ittersum and Wansink (2012)
The Mindless ConsumerVisual Illusions and Consumption
Larger Plates are Associated with More Food Being Served, Consumed, and Wasted in All-
You-Can-Eat Chinese Buffets
* p < .05, ** p < .01
800,5
1,216.9**
-739,1
-1,072.5**
61,4144.4**
-1.250
-750
-250
250
750
1.250
Amount served Amount consumed Amount wasted
Serving size (cm2 food)
Small plate (21.0 cm)
Large plate (26.5 cm)
The Mindless ConsumerVisual Illusions and Consumption
N=43
Age=40.7, 51.0% F
4 Chinese Buffets
Serving: F(1, 35) = 32.7, p < .01
Waste: F(1, 35) = 9.0, p < .01, Wansink and Van Ittersum (2013)
The Mindless ConsumerVisual Illusions and Consumption
Van Ittersum and Wansink (2012)
The Mindless ConsumerVisual Illusions and Consumption
Van Ittersum and Wansink (2012)
The Mindless ConsumerVisual Illusions and Consumption
Van Ittersum and Wansink (2012)
Larger bowls
Control bowl
Smaller bowls
Bowl 1 Bowl 2 Bowl 3 Bowl 4 Bowl 5 Bowl 6 Bowl 7
dtarget (cm) 9 9 9 9 9 9 9
dbowl (cm) 36 25.7 20 18 16.4 13.8 12
Diameter Ratio 0.25 0.35 0.45 0.50 0.55 0.65 0.75
# Participants 31 31 35 32 32 33 31
12.3%***13.1%***
5.0%**
-0.9%ns
-3.8%**
-11.5%***
-9.2%***
-10.4%***-10.8%***
-4.5%*
0.8%ns
6.3%***
12.1%***
8.9%***
-15,0%
-10,0%
-5,0%
0,0%
5,0%
10,0%
15,0%
Estimation bias Serving bias
% Bias Diameter
Ratio
The Mindless ConsumerVisual Illusions and Consumption
Van Ittersum and Wansink (2012)
The Mindless ConsumerVisual Illusions and Consumption
Van Ittersum and Wansink (2012)
Larger bowls
Control bowl
Smaller bowls
Bowl 1 Bowl 2 Bowl 3 Bowl 4 Bowl 5 Bowl 6 Bowl 7
dtarget (cm) 9 9 9 9 9 9 9
dbowl (cm) 36 25.7 20 18 16.4 13.8 12
Diameter Ratio 0.25 0.35 0.45 0.50 0.55 0.65 0.75
# Participants 31 31 35 32 32 33 31
12.3%***13.1%***
5.0%**
-0.9%ns
-3.8%**
-11.5%***
-9.2%***
-10.4%***-10.8%***
-4.5%*
0.8%ns
6.3%***
12.1%***
8.9%***
-15,0%
-10,0%
-5,0%
0,0%
5,0%
10,0%
15,0%
Estimation bias Serving bias
% Bias Diameter
Ratio
The Mindless ConsumerVisual Illusions and Consumption
Study: 2 serving tasks, 2 conditions
a) First serving in neutral bowl, second serving in biasing bowl (N=37)
b) First serving in biasing bowl, second serving in neutral bowl (N=98)
N=135Age=21.0, 48.9% F
Wansink and Van Ittersum (2013)
Larger Bowls
Control Bowl
Smaller Bowls
Bowl 1 Bowl 2 Bowl 3 Bowl 4 Bowl 5 Bowl 6 Bowl 7
1.8%ns
-.8%ns
0.3%ns
-0.6%ns
1.2%ns
.4%ns
4.2%**
5.5%**
1.4%ns
-1.2%ns
-3.3%**-2.4%*
-15,0%
-10,0%
-5,0%
0,0%
5,0%
10,0%
15,0%
% bias Diameter
ratio
2nd serving task 1st serving task
The Mindless ConsumerVisual Illusions and Consumption
First serving in neutral bowl, second serving in biasing bowl
Training does not eliminate plate-size induced serving biases
Wansink and Van Ittersum (2013)
Larger Bowls
Control Bowl
Smaller Bowls
Bowl 1 Bowl 2 Bowl 3 Bowl 4 Bowl 5 Bowl 6 Bowl 7
10.2%***
11.8%***
2.0%*
-3.3%*
-11.6%*** -11.3%***
4.4%***5.6%**
1.8%*
-2.7%*
-6.4%***-7.1%***
-15,0%
-10,0%
-5,0%
0,0%
5,0%
10,0%
15,0%
% bias
Diameter ratio
1st serving task 2nd serving task
The Mindless ConsumerVisual Illusions and Consumption
First serving in biasing bowl, second serving in neutral bowl
Plate-size induced serving biases change portion norms
Wansink and Van Ittersum (2013)
Teenagers
Van Ittersum and Wansink (2012)
Grams of cereal
The Mindless ConsumerVisual Illusions and Consumption
N=113
Age=11.5, 48.6% F
Health and Fitness Camp
Serving: F(1, 112) = 27.24 , p < .01
Plate-size induced serving biases change portion norms
Schoolkids – adult server
Wansink, Van Ittersum, and Payne (2014)
Grams of cereal + milk
The Mindless ConsumerVisual Illusions and Consumption
N=18
Age=8.3, 66.7% F
4 breakfasts, summer camp
Serving: F(1,17) = 15.2; p < .01
Waste: F(1,17) = 6.13; p < .05
Plate-size induced serving biases change portion norms
Toddlers – parent serves
Wansink, Van Ittersum, and Payne (2014)
Grams of cereal
The Mindless ConsumerVisual Illusions and Consumption
Serving: p < .001
N=69
Age=4.1, 50.0% F
Plate-size induced serving biases change portion norms
Learned when young is done when young: Children's Portions & Obesity