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Mind over platter: What can psychology tell us about consumer behaviour?
Jeff Brunstrom
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Product innovation is challenging
▪ Novel ingredients
▪ Reformulation to meet changing guidelines/legislation
▪ Innovation to meet requirements of target populations
▪ Satiety and weight loss
▪ Consumer behaviour
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The ‘what’ and the ‘why’
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What have we learned?
Sustained changes in behaviour Variety, colour, segmentation
Labelling
Appetite control
Food reward
Portion size
Sensory characteristics
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The challenge for psychologists…
Eating topography
Food choice
Memory
Dietary learning
“To generate fundamental research and then show application to real-world problems”
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Eating topography
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Eating topography and satiety
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Food choice
Science 01 May 2009: Vol. 324, Issue 5927, pp. 646-648
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Expected satiety
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Expected satiety
Standard Comparison
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Expected satiety
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Expected satiety
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Food choice architecture - drawing on expertise in human decision making
Simulating 250 decisions around lunchtime
250 trials
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Food choice architecture (step 2)
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Food choice architecture (step 2)
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Food choice architecture – predicting choice
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Food choice architecture – predicting choice
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Memory
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Memory
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Memory
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Memory
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Dietary learning
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Dietary learning
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0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5 6
Pro
po
rtio
n s
elec
ted
(%
)
Energy density (kcal/g)
Food choice
Theoretically interesting
What happens when we reformulate?
Does this reduce acceptability?
How long does this take?
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Dietary learning
How to do we demonstrate dietary learning?
Over what period will this occur? If ever?
Can we use this to predict consumer behaviour?
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Dietary learning
Controlled conditions
Observations over extended periods
Large sample sizes
Novel methods
Programmable
vending machine
Online ‘momentary’
product assessment
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Acknowledgements