Chapter 4. Marketing and Its Challenge to Altering Food Intake Patterns

The Psychology, Biology, and Politics of Food PSYC 123 - Lecture 1 - Introduction: What We Eat, Why We Eat, and the Key Role of Food in Modern Life Chapter 4. Marketing and Its Challenge to Altering Food Intake Patterns Food Preferences and Marketing  Factors Influencing Food Intake: A. Environmental Factors 1. Marketing This refers to the influence of advertising and promotional efforts by food companies to shape consumer preferences and choices. Marketing tactics, such as appealing visuals, catchy slogans, and endorsements by celebrities or athletes, can make unhealthy foods more appealing and desirable. 2. Economics Economic factors play a role in food preferences and intake patterns. The affordability and accessibility of certain foods can influence choices. Often, unhealthy processed foods and fast-food options are more affordable and readily available compared to healthier alternatives. 3. Social Construction of Food Food preferences and perceptions are socially constructed, meaning they are shaped by cultural, familial, and societal influences. Cultural norms, family traditions, and social expectations regarding food can impact individual choices. The food industry also plays a role in defining what is considered healthy or unhealthy through marketing and labeling practices. B. Personal Health Factors 1. Personal Choices Individuals have autonomy over their food choices and can make decisions based on personal preferences, taste preferences, convenience, and perceived benefits or risks associated with different foods. Personal choices can be influenced by factors such as taste preferences, emotional state, convenience, and personal beliefs about health and nutrition. 2. Responsibility For Food Choices This refers to the idea that individuals are accountable for their food choices and their impact on their health. Some people attribute food intake patterns solely to individual responsibility and believe that individuals should make better choices to improve their health. 3. Education And Coercion Education plays a role in shaping food preferences and intake patterns. Providing individuals with information about healthy eating, nutrition, and the consequences of unhealthy diets can help promote better food choices. Coercion refers to using external measures, such as regulations or incentives, to encourage individuals to make healthier choices. This can include policies like taxation on unhealthy foods or implementing restrictions on marketing to children.  Examples Of Food Advertisements: A. Burger King ad: 1. Themes: The themes in a Burger King ad can vary depending on the specific advertisement, but some common themes in Burger King ads include indulgence, humor, convenience, and taste. Burger King often emphasizes the enjoyment and satisfaction that comes from consuming their burgers, promoting them as tasty and filling options. They may also highlight the convenience and value of their meals, positioning them as quick and satisfying choices for busy individuals.  Eating healthy is seen as feminine  Real men eat meat  Small portions are discouraged  Individual decision-making  Healthy food is a waste of money  Quick meals are preferred 2. Influence Of Social Context and Gender Stereotypes Burger King ads, like many other advertisements, can be influenced by social context and gender stereotypes. Advertisements often reflect societal norms and expectations, which can reinforce existing gender stereotypes. For example, Burger King ads may depict men as enjoying hearty and substantial meals, promoting the idea that consuming a large burger is a masculine behavior. On the other hand, women may be portrayed as enjoying smaller portions or lighter options, reinforcing the stereotype that women should focus on maintaining a slim figure. B. KFC ad: 1. Themes: The themes in a KFC ad can also vary, but some common themes in KFC ads include family, taste, health, and convenience. KFC often emphasizes the idea of a shared family meal, presenting their food as something that can be enjoyed by the whole family. They may showcase the enjoyment and satisfaction of eating KFC, highlighting the taste and flavor of their fried chicken. In some cases, KFC may also promote the health aspect of their food by mentioning changes they have made, such as reducing or eliminating trans fats. The convenience and accessibility of KFC meals, especially with options like drive-through or takeaway, can also be emphasized in their ads.  KFC as a healthy option  Food still tastes good despite changes  No need for significant changes in diet  Food is more exciting than a family  Implications for overeating  Marketing to African American community C. Evolving landscape of food marketing: 1. Increased Exposure to Marketing The traditional form of television advertising, especially during Saturday morning cartoons, has expanded to include various other channels and platforms. Marketing has diversified and intensified, utilizing strategies such as endorsements from athletes, movie stars, and music celebrities. Product placements in television shows and movies have become commonplace, and billboards featuring food products are prevalent. The overall marketing burden has increased, and the ability to control and filter these messages has diminished, impacting both individuals and parents trying to make informed choices. 2. Various Forms of Marketing:  Television commercials  Billboards  Product placements in movies and TV shows 3. Reduction In Personal Control and Parental Control 4. Marketing Burden Primarily on High-Calorie, High-Fat, HighSugar Foods. D. Impact of food marketing on behavior:  Influence on food choices and preferences  Erosion of natural defenses and filters  Challenges for individuals and parents in controlling exposure  Disproportionate marketing of unhealthy foods