I originally picked-up Brian Wansink’s book, Mindless Eating: Why we eat more than we think, to learn more about ways I could positively impact my personal diet. But, in reading the book, I found it was also a very helpful guide to many of the food marketing tactics that we see used today. I’ve provided some examples below.
He discusses anchoring in terms of calories:
If you ask people if there are more or less than 50 calories in an apple, most will say more. When you ask them how many, the average person will say, “66.” If you had instead asked if there were more or less than 150 calories in an apple, most would say less. When you ask them how many, the average person would say, “114.” People unknowingly anchor or focus on the number they first hear and let that bias them. Kindle location 329
How packaging impacts our choices:
The bottom line: We all consume more from big packages, whatever the product. Kindle location 810
…they could cut the size of their meat and cheese in half, and as long as they added enough garden greens to make the hamburger look just as big, they’d feel as full as if they’d eaten the real deal. Kindle location 614
The power of timing:
At one point in the 1980s, Campbell’s developed a series of commercials for radio stations called “storm spots.”25 These radio ads referred to the rain and pointed out that soup is a cozy, warm, comfort food; that it goes so well with sandwiches that are easy to make; and that—not coincidently—the listener probably happens to have a number of cans of Campbell’s soup in the cupboard right at this minute. Radio stations were instructed that if it were raining or storming between the hours of 10:00 A.M. and 1:00 P.M., they should play these radio ads. The expectation was that people would dutifully eat their soup and buy more the next time they went to the store. Kindle location 1499
The power of smell:
Smell is big business. There are companies that exist solely because they can infuse (the word they oddly use is “impregnate”) odors into plastics. This is because odor can’t reliably be infused into food. Sometimes it doesn’t last; at other times it changes the shelf stability of the food itself. But if you infuse the odor into packaging, it’s a different story. Some day you might heat up your frozen microwavable apple pie and smell the rich apple pie aroma. Even if it’s the container that you’re smelling, you’re primed to enjoy that apple pie even before you put your fork in. Kindle location 1440
Psychologists call this “expectation assimilation” and “confirmation bias.” In the case of food, it means that our taste buds are biased by our imagination. Basically, if you expect a food to taste good, it will. At the very least, it will taste better than if you had thought it would only be so-so. Kindle location 1567
Consider two pieces of day-old chocolate cake. If one is named “chocolate cake,” and the other is named “Belgian Black Forest Double Chocolate Cake,” people will buy the second. That’s no surprise. What’s more interesting is that after trying it, people will rate it as tasting better than an identical piece of “plain old cake.” It doesn’t even matter that the Black Forest is not in Belgium. Kindle location 1604
…foods with descriptive names sold 27 percent more. And even though they were priced exactly the same, the customers who ate them consistently rated them as a better value than did the people who ate the same dishes with the boring old names. Kindle location 1636
And much, much more. If you are interested in learning about food marketing and research as well as learning about realistic ways to control your weight and eat healthy, I highly recommend this book.