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Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity (The Food Series) Paperback – February 1, 2007

ISBN-13: 978-0252074554 ISBN-10: 0252074556

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Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity (The Food Series) + Mindless Eating: Why We Eat More Than We Think + Slim by Design: Mindless Eating Solutions for Everyday Life
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Product Details

  • Series: The Food Series
  • Paperback: 206 pages
  • Publisher: University of Illinois Press (February 1, 2007)
  • Language: English
  • ISBN-10: 0252074556
  • ISBN-13: 978-0252074554
  • Product Dimensions: 9.1 x 6.7 x 0.8 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #876,521 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Marketing Nutrition moves theory and research into practice. There are enormous economic dividends for health care providers, public health institutions, and commercial food companies if we are successful in doing this."--Dr. David Mela, Expertise Group Leader, Unilever Health Institute


"An insightful book that deftly blends the scientific knowledge of a nutritionist with the wisdom and practical skill of a trained marketer."--The Midwest Book Review


"This extensive, yet succinct, blueprint for effective marketing has something for everyone." -- Gastronomica


"...while this book does not target chefs, per se, any chef interested in nutrition and how consumers build their eating patterns and determine their food choices will be educated by the anecdotes and informational studies."--National Culinary Review


"Marketing Nutrition offers a ‘win-win' proposition for all concerned.  Insightful companies, health professionals, and policy makers can lead the way . . . in helping people eat  better and enjoy food more."  --Dr. James O. Hill, Director of Human Nutrition, University of Colorado Medical School


"It is critical that the U.S. government recognizes that intelligently focused nutrition-related efforts are important in helping lead Americans of all ages to lead healthier lifestyles. Marketing Nutrition shows how simple solutions can save lives." --Congressman Timothy V. Johnson, United States House of Representatives

From the Author

Marketing Nutrition – Making it Easy to Eat Healthy Although encouraging people to eat more nutritiously promotes better health, many companies, health professionals, and even we as parents are less effective than we could be. Misunderstanding consumers has lead to floundering sales for soy foods, modest results for costly nutrition programs, and mountains of uneaten vegetables in homes and in school cafeterias. The objective of Marketing Nutrition (University of Illinois Press, 2005) is to change this.

This is not simply a Marketing 101 rehash applied to nutritious foods. It is based on dozens of studies conducted by the interdisciplinary research team at Cornell University’s Food and Brand Lab. The book identifies 14 real problems – such as "Nutrition Turn-off," the 5-a-Day frustration, De-marketing obesity, and targeting nutritional gatekeepers – and answers these problems through specific studies. The findings are broken down into what their implications are for brand managers, dieticians, health care professionals, and public policy officials. Some of these findings show . . . -- To change eating habits, target the cooks, not the consumers -- What are the best ways to introduce new foods into a diet -- How a "Clueless Cook" can make foods taste better in less than a minute -- Who are the three types of cooks who lead trends and opinions -- What type of health information is most effective -- How what nutrition label information is most effective --This text refers to the Hardcover edition.


More About the Author

In 45 seconds you can read my official bio, but here's how I view myself each morning as I'm brushing my teeth: I change eating behavior - that's been my mission for 25 years.

I'm a behavioral scientist who changes the way we eat in a fun, painless, scalable, meet-people-where-they-are way. I believe this most easily happens without taking away choices, without finger-wagging, or without using the word "can't." "Can't" doesn't work very well for 90% of us -- that's the 90% I want to help. I love French food and French fries, and I love Cabernet and Diet Coke. We just have to help all of them fit better in our lives.

I'm a born and raised Midwesterner, but I've spent much of my life on either the West Coast or on the East Coast as a Professor in 3 Ivy League schools. Although I spend my free time playing with 3 silly daughters, playing terrible tenor sax in a rock band, and performing semi-terrible stand-up comedy, my obsessive mission is to change -- even transform -- eating behaviors in homes, neighborhoods, and countries so that we eat less and we eat better.

--- Here's the other version of my author bio they suggested I post ---

"Brian Wansink is a behavioral economist and food psychologist, perhaps the foremost expert in changing what and how much people eat. After helping introduce the 100-calorie pack and launching the Smarter Lunchroom Movement, he published the transforming book, Mindless Eating, showing people how to eat less and eat better without thinking about it.

He has now launched the Slim by Design Movement - to help us eat better while also asking the restaurants, grocery stores, and our companies and schools to help.

Wansink (PhD Stanford) is Director of the famed Cornell Food and Brand Lab and is the former White House-appointed Director in charge of the 2010 Dietary Guidelines, but he is also a former amateur stand-up comic and plays tenor saxophone in a rock band and jazz saxophone in one of those fern-bar, Ella Fitzgerald jazz quartets. He has three young daughters and lives in Ithaca, New York where he enjoys both French food and French fries."

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Tara M. Diversi on May 10, 2010
Format: Hardcover Verified Purchase
I have been a follower of Professor Brian Wansink's brilliant work since studying as a dietitian from 2002, and Brian's book - Marketing Nutrition has been like my bible for my nutrition consulting.

We continue to face problems with the health of society deteriorating, and in Marketing Nutrition the science of nutrition is combined with the practical applicability of marketing and consumer behaviour to promote positive health behaviour.

As Dietitians, we have a strong understanding of the science behind how food and nutrients affect the body and body composition. We are passionate about having our message heard, but unfortunately as depicted on page 14 of Marketing Nutrition; Doctors, Magazines, Books and Television were ranked as more highly trusted sources of nutrition information than nutritionists.

Marketing nutrition gives us the tools to marketing nutrition and health and how we can use the principle that marketers use to achieve effective health outcomes.

Sometimes as dietitians, we believe that knowledge is power and focus on educating our clients. Although important, Brian identifies a hierarchy in nutrition knowledge and that if people link knowledge of a food's attributes to personal health consequences, they are more likely to accept and consume a new food.

Gatekeepers are identified as the key to promoting healthy eating, making up to 70% of the families food choices. To be successful, we therefore need to target gatekeepers who are making health decisions on behalf of others. Brian also describes research into successful health claims. Interestingly, short health claims were found to be more believable than long ones, and this could be relevant for all types of health messages.
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3 of 4 people found the following review helpful By Carol M. Koprowski on September 25, 2005
Format: Hardcover Verified Purchase
This book highlights the importance of considering what influences food choices. Too often health care providers ask individuals to make changes without taking into account the subtle environmental cues that encourage us to overeat or make inappropriate food choices. The author discusses the importance of being aware of these cues so that mindful eating practices can be developed.
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By Xue Gong on March 19, 2014
Format: Kindle Edition Verified Purchase
I read heavily about Dr. Wansink's academic papers and I am very interested in food psychology and food marketing. The perspective provided in this book can benefit either consumers, marketers, and public policy makers. The solutions to change eating behavior are all based on rigid experimental research. Dr. Wansink first focuses on the external factors that influence consumers' choices. The win-win strategy behind would let food marketers re-think how to brand food products. Small step, big difference!
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6 of 10 people found the following review helpful By Melanie on November 1, 2005
Format: Hardcover
This book presents a very real and significant problem in today's society. That is, the North American population is getting more and unhealthy, in large part due to the North American diet. Furthermore, this Cornell University marketing professor suggests that marketing can be used to reverse this health crisis. The problematic question which consequently arises (unique to the issue of healthy eating), is how can consumers be marketed to enjoy healthy foods, when they already know what kinds of food they like to eat?

This book points out that, just as unhealthy foods have been marketed to become widely consumed, so too can healthy and nutritious foods, such as soy. Drawing from numerous psychological studies, the mindset of the consumer is closely studied to gain insight into how this can be done effectively. Consider, for example, the difference between Americans who readily turn their nose up to soy, whereas soy is a widely accepted food in many Asian countries. What accounts for these differences? What has made soy a success food in Asia, and a failure in North America? These are but a few of the questions considered by Marketing Nutrition. In effect, if one can 'tap into' the successes and failures of marketing various foods, the information can be used to advance the prevalence of soy in the North American diet.

Other discussions raised by Wansink include how foods that are new and unusual to the typical consumer can be effectively introduced and adopted into their lifestyle. Also, ideas are presented as to how to target nutrition towards the cook, rather than the consumer (which is proven to be ultimately more successful).
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