Slim by Design: Redirecting the Accidental Drivers of Mindless Overeating

Wansink, Brian and Pierre Chandon (2014), "Slim by Design: Redirecting the Accidental Drivers of Mindless Overeating," Journal of Consumer Psychology, 24:413-431.

INSEAD Working Paper No. 2014/26/MKT

57 Pages Posted: 14 Jan 2014 Last revised: 29 Apr 2017

Date Written: March 27, 2014

Abstract

We first choose what to eat and then we choose how much to eat. Yet as consumer psychologists, we understand food choice much better than food consumption quantity. This review focuses on three powerful drivers of food consumption quantity: 1) Sensory cues (how your senses react), 2) emotional cues (how you feel), and 3) normative cues (how you believe you are supposed to eat). These drivers influence consumption quantities partly because they bias our consumption monitoring – how much attention we pay to how much we eat. To date, consumption quantity research has comfortably focused on the first two drivers and on using education to combat overeating. In contrast, new research on consumption norms can uncover small changes in the eating environment (such as package downsizing, smaller dinnerware, and reduced visibility and convenience) that can be easily implemented in kitchens, restaurants, schools, and public policies to improve our monitoring of how much we eat and to help solve mindless overeating. It is easier to change our food environment than to change our mind.

Keywords: Marketing, Food, Nutrition, Obesity, Packaging, Psychology eating

JEL Classification: I12, I18, M31, M37, M39, Q18, L66

Suggested Citation

Wansink, Brian and Chandon, Pierre, Slim by Design: Redirecting the Accidental Drivers of Mindless Overeating (March 27, 2014). Wansink, Brian and Pierre Chandon (2014), "Slim by Design: Redirecting the Accidental Drivers of Mindless Overeating," Journal of Consumer Psychology, 24:413-431.; INSEAD Working Paper No. 2014/26/MKT. Available at SSRN: https://ssrn.com/abstract=2378269 or http://dx.doi.org/10.2139/ssrn.2378269

Brian Wansink

Cornell University ( email )

Ithaca, NY 14853
United States

Pierre Chandon (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

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