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Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity (The Food Series) [Paperback]

by Brian Wansink
4.5 out of 5 stars  See all reviews (8 customer reviews)

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Book Description

February 1, 2007 0252074556 978-0252074554
Although encouraging people to eat more nutritiously can promote better health, most efforts by companies, health professionals, and even parents are disappointingly ineffective. Brian Wansink’s Marketing Nutrition focuses on why people eat the foods they do, and what can be done to improve their nutrition. Wansink argues that the true challenge in marketing nutrition lies in leveraging new tools of consumer psychology (which he specifically demonstrates) and by applying lessons from other products’ failures and successes. The key problem with marketing nutrition remains, after all, marketing.

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Marketing Nutrition: Soy, Functional Foods, Biotechnology, and Obesity (The Food Series) + Mindless Eating: Why We Eat More Than We Think
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Editorial Reviews


"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.

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: 8.9 x 6.5 x 0.6 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: #700,490 in Books (See Top 100 in Books)

More About the Author

I'm a professor whose mission is to help transform people's lives by finding the small changes that make the big difference. Most of my work is around food psychology and changing behavior -- what and how much someone eats.

For the past year, I've had an incredible once-in-a-lifetime opportunity. I was offered a Presidential appointment to be the Executive Director for USDA's Center for Nutrition Policy and Promotion (CNPP) -- it's the group in charge of the 2010 Dietary Guidelines and the Food Guide Pyramid (MyPyramid). We're doing lots of great things, but I'll return to Cornell as a Professor on January 21st 2009, when the new administration starts. In the meantime, check out

Okay, now here's the official boring bio:

Brian Wansink (Ph.D. Stanford 1990) is author of the best-selling book, Mindless Eating: Why We Eat More Than We Think (Bantam 2006) and of Marketing Nutrition (UIllinois Press 2005).

He is the John Dyson Professor of Consumer Behavior at Cornell University, where he directs the Cornell Food and Brand Lab. Previously, has been a professor of Nutritional science and of Marketing at Dartmouth College, the Vrije Universiteit (The Netherlands), the Wharton School at the University of Pennsylvania, the University of Illinois at Urbana-Champaign, INSEAD (France), and he was a visiting scientist at the U.S. Army Research Labs in Natick, MA.

His award-winning academic research on food psychology and behavior change has been published in the world's top marketing, medical, and nutrition journals. It has been presented, translated, reported, and featured in television documentaries on every continent but Antarctica.

The research findings of he and his colleagues have also contributed to the introduction of smaller '100 calorie' packages (to prevent overeating), the use of taller glasses in some bars (to prevent the overpouring of alcohol), and the use of elaborate names and mouth-watering descriptions on some chain restaurant menus (to improve enjoyment of the food).

An Iowa native, he lives with his family in Ithaca, NY, where he regularly enjoys both French food and french fries.

John Dyson Chair of Marketing and of Applied Economics
Director - Cornell Food and Brand Lab
110 Warren Hall
Cornell University
Ithaca, NY 14853-7801

Customer Reviews

Most Helpful Customer Reviews
6 of 6 people found the following review helpful
5.0 out of 5 stars Marketing Nutrition for Health Professionals 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
5.0 out of 5 stars Helpful tool 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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5.0 out of 5 stars Useful and Inspiring 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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1 of 2 people found the following review helpful
5.0 out of 5 stars Great resource! November 18, 2010
By Genette
This book is worth every penny! It's interesting and full of useful information. I use it when I'm talking to clients and groups about quick, easy ways to change their habits.
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