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Koert van Ittersum Professor of Marketing and Consumer Well-being Learned when young is done when young: Children's Portions & Obesity 2 nd Annual Healthwise.

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Presentation on theme: "Koert van Ittersum Professor of Marketing and Consumer Well-being Learned when young is done when young: Children's Portions & Obesity 2 nd Annual Healthwise."— Presentation transcript:

1 Koert van Ittersum Professor of Marketing and Consumer Well-being Learned when young is done when young: Children's Portions & Obesity 2 nd Annual Healthwise Conference "Quality of Life"

2 The Problem

3 The Mindful Marketer

4

5

6 The Mindless Consumer

7 Visual Illusions and Consumption

8 The Mindless Consumer Visual Illusions and Consumption

9 Adults serving themselves OJ Wansink and Van Ittersum (2003) The Mindless Consumer Visual 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

10 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 Consumer Visual Illusions and Consumption N= % F F(1, 33) = p <.01

11 Childeren serving themselves OJ Wansink and Van Ittersum (2003) The Mindless Consumer Visual 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

12 THE SIZE OF AMERICAN-MANUFACTURED PLATES APPEARS TO INCREASE FROM 1900 TO 2010 The Mindless Consumer Visual Illusions and Consumption Van Ittersum and Wansink (2012)

13 The Mindless Consumer Visual Illusions and Consumption

14 The Mindless Consumer Visual Illusions and Consumption Wansink and Van Ittersum (2005)

15 Even when nutrition experts were given a larger bowl, they served themselves 31.0% more ice cream without being aware of it Ounces of ice cream The Mindless Consumer Visual Illusions and Consumption N= % F Serving: F(1, 80) = 8.05, p <.01 Perception: F(1, 80) = 2.70, p =.10 Wansink and Van Ittersum (2005)

16 Adult jazz musicians served themselves 32,5% more cereal Grams of cereal The Mindless Consumer Visual 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)

17 The Mindless Consumer Visual Illusions and Consumption

18 The Mindless Consumer Visual 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)

19 The Mindless Consumer Visual Illusions and Consumption Van Ittersum and Wansink (2012)

20 The Mindless Consumer Visual Illusions and Consumption Van Ittersum and Wansink (2012)

21 The Mindless Consumer Visual Illusions and Consumption Van Ittersum and Wansink (2012)

22 The Mindless Consumer Visual Illusions and Consumption Van Ittersum and Wansink (2012)

23 The Mindless Consumer Visual Illusions and Consumption Van Ittersum and Wansink (2012)

24 The Mindless Consumer Visual 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=135 Age=21.0, 48.9% F Wansink and Van Ittersum (2013)

25 The Mindless Consumer Visual 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)

26 The Mindless Consumer Visual 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)

27 Teenagers Van Ittersum and Wansink (2012) Grams of cereal The Mindless Consumer Visual 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

28 Schoolkids – adult server Wansink, Van Ittersum, and Payne (2014) Grams of cereal + milk The Mindless Consumer Visual 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

29 Toddlers – parent serves Wansink, Van Ittersum, and Payne (2014) Grams of cereal The Mindless Consumer Visual Illusions and Consumption Serving: p <.001 N=69 Age=4.1, 50.0% F Plate-size induced serving biases change portion norms

30 Learned when young is done when young: Children's Portions & Obesity

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