Featured Research

from universities, journals, and other organizations

Size matters when convincing your brain to eat healthier foods

Date:
August 11, 2014
Source:
Vanderbilt University
Summary:
Playing with the portions of good and not-so-good-for-you foods is better than trying to eliminate bad foods, according to a study. The idea is to not give up entirely foods that provide pleasure but aren’t nutritious. Instead, the focus should be on lowering the portion of the “vice” foods and correspondingly raising the portion of a healthy food to replace it, researchers report.

Variety may trump virtue when it comes to the struggle to eat healthy, says a Vanderbilt marketing professor who studies consumer self-control and endorses "vice-virtue bundles" combining nutritious and not-so-nutritious foods.

"We suggest a simple … solution that can help consumers who would otherwise choose vice over virtue to simultaneously increase consumption of healthy foods (virtues) and decrease consumption of unhealthy foods (vices) while still fulfilling taste goals -- 'vice-virtue bundles,'" Kelly L. Haws, associate professor of management at Vanderbilt's Owen Graduate School of Management, said.

The idea is to not give up entirely foods that provide pleasure but aren't nutritious. Instead, the focus should be on lowering the portion of the "vice" foods and correspondingly raising the portion of a healthy food to replace it.

In a series of experiments, Haws and her colleagues found that people have a "taste-health balance point" -- a proportion of vice and virtuous foods that make up one serving -- which they find satisfactory. For most, the perfect vice-virtue bundle is made up of a small (1/4) to medium (1/2) portion of vice. So if a vice-virtue bundle was made up of fries and slices of apple, it might take a small or very small serving of fries to satiate the need for the vice food.

Haws is among five researchers who lay out their findings in "Vice-Virtue Bundles," a paper under review for publication.

Vice-virtue bundles could also be the answer for many in the food service industry who are actively seeking out healthy food options that consumers will voluntarily choose, Haws said.

"Given that consumers consistently find vice-virtue bundles to be attractive, managers should consider adding vice-virtue bundles to their product lines," Haws said.

"For restaurants and food vendors that already offer pure vice and virtue options, vice -- virtue bundles provide an opportunity for product line expansion through existing items rather than through development of completely new offerings.

"This provides a potential opportunity for cost-savings, as many food establishments devote considerable resources to developing new product offerings, which can in turn increase inventory or production costs."

This round of research did not mix in any pricing or marketing components, but the researchers say it would be easy for restaurants to pursue such experiments on their own.

"With the right marketing and the right choice sets, we believe that vice-virtue bundles offer exciting directions for future research and practice aimed at maximizing health without compromising tastes," the researchers concluded.

Haws' research interests are related to consumer behavior, with a focus on issues relevant to consumer welfare, specifically with respect to food/health and financial decision making. Her interests include consumer self-control, strategies for improving food consumption and behavioral pricing.

The report can be found online at: http://www.gsb.stanford.edu/sites/default/files/documents/mktg_05_14_Haws.pdf


Story Source:

The above story is based on materials provided by Vanderbilt University. The original article was written by Jim Patterson. Note: Materials may be edited for content and length.


Cite This Page:

Vanderbilt University. "Size matters when convincing your brain to eat healthier foods." ScienceDaily. ScienceDaily, 11 August 2014. <www.sciencedaily.com/releases/2014/08/140811180253.htm>.
Vanderbilt University. (2014, August 11). Size matters when convincing your brain to eat healthier foods. ScienceDaily. Retrieved October 23, 2014 from www.sciencedaily.com/releases/2014/08/140811180253.htm
Vanderbilt University. "Size matters when convincing your brain to eat healthier foods." ScienceDaily. www.sciencedaily.com/releases/2014/08/140811180253.htm (accessed October 23, 2014).

Share This



More Health & Medicine News

Thursday, October 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Ebola Fears Keep Guinea Hospitals Empty

Ebola Fears Keep Guinea Hospitals Empty

AP (Oct. 23, 2014) Fears of Ebola are keeping doctors and patients alike away from hospitals in the West African nation of Guinea. (Oct. 23) Video provided by AP
Powered by NewsLook.com
Orthodontist Mom Jennifer Salzer on the Best Time for Braces

Orthodontist Mom Jennifer Salzer on the Best Time for Braces

Working Mother (Oct. 22, 2014) Is your child ready? Video provided by Working Mother
Powered by NewsLook.com
U.S. Issues Ebola Travel Restrictions, Are Visa Bans Next?

U.S. Issues Ebola Travel Restrictions, Are Visa Bans Next?

Newsy (Oct. 22, 2014) Now that the U.S. is restricting travel from West Africa, some are dropping questions about a travel ban and instead asking about visa bans. Video provided by Newsy
Powered by NewsLook.com
More People Diagnosed With TB In 2013, But There's Good News

More People Diagnosed With TB In 2013, But There's Good News

Newsy (Oct. 22, 2014) The World Health Organizations says TB numbers rose in 2013, but it's partly due to better detection and more survivors. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins