Cooking Habits Provide a Key to 5 a Day Success

Journal of the American Dietetic Association 104.11 (2004): 1648-1650

3 Pages Posted: 30 Jul 2014 Last revised: 29 Apr 2017

See all articles by Brian Wansink

Brian Wansink


Kyoungmi Lee

University of Illinois at Urbana-Champaign

Date Written: 2004


Fruits are not vegetables. What makes one person become a fruit lover and another become a vegetable lover? If we knew what these differences were, we could more effectively encourage our clients and our country to eat more fruits or vegetables simply by tailoring our education efforts by using different and more relevant messages and media. Although fruit-prone and vegetable-prone lovers may have some demographic and genetic differences, they might also differ in their cooking habits and food preferences. Take a person’s cooking habits. While fruits are typically eaten raw for breakfast, lunch, or snacks, vegetables are typically cooked with meals or supplemented with sauces and dressings. Even when eaten raw, vegetables require some degree of preparation such as peeling or trimming. Because they often require more involvement, people who are vegetable prone may also be more accustomed to food preparation. Fruit-prone and vegetable-prone people may also differ in the other types of foods they prefer. Fruits are generally sweeter than vegetables, and fruit lovers may prefer sweeter foods and desserts compared to vegetable lovers. Conversely, vegetables tend to run the range from bitter to savory, and a vegetable lover might prefer the strong and savory tastes of exotic or spicy foods, and perhaps even the bitter tannins of red wines. Of course not all fruit lovers are the same, nor are all vegetable lovers the same. There are sub-segments of fruit lovers who are adventurous gourmet chefs, and there are sub-segments of vegetable lovers who hate spices and love desserts. The purpose of this article is to show how treating fruit-prone people differently than vegetable-prone people can improve your clinical effectiveness. Knowing how fruit lovers differ from vegetable lovers will give insight in this direction.

Suggested Citation

Wansink, Brian and Lee, Kyoungmi, Cooking Habits Provide a Key to 5 a Day Success (2004). Journal of the American Dietetic Association 104.11 (2004): 1648-1650, Available at SSRN: or

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Kyoungmi Lee

University of Illinois at Urbana-Champaign ( email )

601 E John St
Champaign, IL 61820
United States

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