Sleeping with the enemy Is the age of collaboration really here ? 90s2010 1.
Sleeping with the enemy (final)
-
Upload
stephen-s-holden -
Category
Food
-
view
178 -
download
1
Transcript of Sleeping with the enemy (final)
![Page 1: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/1.jpg)
Sleeping with the enemy
Learning from & working with food marketers
Stephen S Holden
16 May 2016
![Page 2: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/2.jpg)
2http://www.oecd.org/health/Obesity-Update-2014.pdf
![Page 3: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/3.jpg)
3
![Page 4: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/4.jpg)
4
![Page 5: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/5.jpg)
5
The power of marketing
![Page 6: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/6.jpg)
6
What people want…
![Page 7: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/7.jpg)
7
Hyperbolic discounting
« on est plus longtemps mort
que vivant »
![Page 8: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/8.jpg)
8
Portion sizes
![Page 9: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/9.jpg)
9
Portion sizes broken down
amount (g)
xenergy density (kcal/g)
= total (kcal)
![Page 10: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/10.jpg)
10
Effect of PS on consumption
energy density (kcal/g)
amount (g)
platesize
-25%
-29%
0%
½ portions%Δ
amount consumed
(g)
![Page 11: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/11.jpg)
11
Effect of PS on weight
energy density (kcal/g) ↓ 22%
amount (g) ↓ 38%
platesize ↓
-3.5
-2.0
-3.1
Reduced portions Δ weight (kg)
![Page 12: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/12.jpg)
12
Lower energy density
Rolls, Roe, Meengs 2006
![Page 13: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/13.jpg)
13
Bigger amount (same total kcal)
Rolls, Roe, Meengs 2006
![Page 15: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/15.jpg)
15
“Looks” bigger
Holden 2014 “Use your illusion”
![Page 16: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/16.jpg)
16
![Page 17: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/17.jpg)
17
Good intentions, but …
Belle Gibson, The Whole Pantry
![Page 18: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/18.jpg)
18
Consumers want an “out”
• “[Our culture] simultaneously incentivizes people to gain weight and stigmatizes them when they do”
• “…and then offers the bullshit promise of instant weight loss through some miracle diet or incredible exercise secret.”
http://www.vox.com/2015/7/7/8877041/losing-100-pounds
![Page 19: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/19.jpg)
19
Empower consumers
Fast food Fasting
![Page 20: Sleeping with the enemy (final)](https://reader035.fdocuments.in/reader035/viewer/2022062401/58ec90521a28abae368b46db/html5/thumbnails/20.jpg)
Sleeping with the enemyLearning from & working with
food marketers
Stephen S Holden
@SS_Holdenwww.halfamind2.com
http://www.slideshare.net/StephenSHolden/sleeping-with-the-enemy-final