Archive for August, 2012

  • Nutritionists, marketing experts and others who study sugary drink trends note cutting back is not so easy. Pierre Chandon, who studies how people make consumption decisions and how marketing can affect us without our even noticing it thinks that while consumers know that the purpose of advertising is to get us to buy things, they have no idea that the size and shape of a package can also influence us. Using different cup sizes from a fast food restaurant, Chandon, who is a marketing professor at Paris-based INSEAD, developed a soda quiz. The test is designed to point out that people often purchase larger cup sizes thinking that they are getting more for their money, which they are. But the real point is that the larger sizes are what’s making people fat. [The quiz accompanied an article, “How Can a Big Gulp Look So Small?,” published in the June 24 issue of The New York Times.] Chandon, who spent his summer as a visiting scholar at the Harvard Business School, told listeners on the H2O For Health radio show that understanding drink labels and calculating serving size and calories is increasingly tricky because a single bottle of soda is typically more than a single serving. As he likes to point out, Coca-Cola was only sold in 6.5 ounce bottles when it was first launched. Today, some people regularly purchase 64-ounce sizes of fountain drinks. Prof. Chandon summed consumers’ struggle this way. “Imagine there is a river and the banks of the river are slippery and so yes, it’s your personal choice to be careful and pay attention and not fall into the water. At the same time, clearly, the industry is trying to attract you to the river because that’s what they do.” In fact, the beverage industry argues that people have the right to choose their beverage. Prof. Chandon’s research attempts to find out how industry, the public health community and government can find a way around indfustry selling more and more calories that lead to higher obesity rate and health problems. Meanwhile, a coalition of health and consumer advocates and city public health departments have requested that U.S. Surgeon General Regina Benjamin launch a study on the health effects of soda and other sugary drinks. Health advocates say they want government intervention to help people make better decisions and stem the costly obesity crisis. While most people have healthy long-term goals, Prof. Chandon told listeners that, “In the short-term, we all go for taste. That’s an immediate reward that we may regret later.” One way around this, he believes, is to create marketing that focuses on simple solution: satiation. That’s where water comes in. Water delivers maximum hydration with zero calories and can sometimes keep people from over-eating or consuming a less healthy beverage Share on Facebook

    Demystifying Cup Sizes

    Nutritionists, marketing experts and others who study sugary drink trends note cutting back is not so easy. Pierre Chandon, who studies how people make consumption decisions and how marketing can affect us without our even noticing it thinks that while consumers know that the purpose of advertising is to get us to buy things, they have no idea that the size and shape of a package can also influence us. Using different cup sizes from a fast food restaurant, Chandon, who is a marketing professor at Paris-based INSEAD, developed a soda quiz. The test is designed to point out that people often purchase larger cup sizes thinking that they are getting more for their money, which they are. But the real point is that the larger sizes are what’s making people fat. [The quiz accompanied an article, “How Can a Big Gulp Look So Small?,” published in the June 24 issue of The New York Times.] Chandon, who spent his summer as a visiting scholar at the Harvard Business School, told listeners on the H2O For Health radio show that understanding drink labels and calculating serving size and calories is increasingly tricky because a single bottle of soda is typically more than a single serving. As he likes to point out, Coca-Cola was only sold in 6.5 ounce bottles when it was first launched. Today, some people regularly purchase 64-ounce sizes of fountain drinks. Prof. Chandon summed consumers’ struggle this way. “Imagine there is a river and the banks of the river are slippery and so yes, it’s your personal choice to be careful and pay attention and not fall into the water. At the same time, clearly, the industry is trying to attract you to the river because that’s what they do.” In fact, the beverage industry argues that people have the right to choose their beverage. Prof. Chandon’s research attempts to find out how industry, the public health community and government can find a way around indfustry selling more and more calories that lead to higher obesity rate and health problems. Meanwhile, a coalition of health and consumer advocates and city public health departments have requested that U.S. Surgeon General Regina Benjamin launch a study on the health effects of soda and other sugary drinks. Health advocates say they want government intervention to help people make better decisions and stem the costly obesity crisis. While most people have healthy long-term goals, Prof. Chandon told listeners that, “In the short-term, we all go for taste. That’s an immediate reward that we may regret later.” One way around this, he believes, is to create marketing that focuses on simple solution: satiation. That’s where water comes in. Water delivers maximum hydration with zero calories and can sometimes keep people from over-eating or consuming a less healthy beverage Share on Facebook

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