Skip to main content

Breaking consumer ties with junk food brands could backfire


















 By Niamh Michail+,


 15­Jun­2015 


Related topics: Chocolate and confectionery ingredients, Science, Sugar, salt and fat reduction, Sugar and health, Confectionery, Snacks 







Consumers' affinity with beloved junk food brands can be strong – but trying to weaken it may be counterproductive by reducing preferences for healthy foods, say scientists.




 Million ­dollar marketing campaigns for junk food mean individuals build strong links with certain brands – to the point of incorporating certain brands into their concept of self. And although weakening this bond might imply an uptake of healthier foods, researchers from Layola University, Maryland have found the opposite to be true.



 “Dissociating from beloved brands is quite difficult and drains self­regulatory resources (…) because it necessitates overriding psychological associations between the brand and the self," they wrote. “Thus, self­brand dissociation depletes [these] resources, which in turn inhibits people's ability to override natural preferences.” 



This ‘natural preference’ was for energy­ dense foods that were high in sugar and fat. 




A liking for vegetables, on the other hand, must be fostered through socialisation or introducing vegetables at a young age. 




Therefore, after brand dissociation, interest in consuming vegetables ­ a learned preference ­ would decrease. 




The findings had important implications for public health advocates, the authors wrote.


 “Prompting dissociation (…) among people who have strong relationships with the brand (arguably those who would benefit most from the intervention) can backfire (...), thus leading to poorer dietary choices. “Treading carefully when attempting to improve people's health is consistent with the recommendation to nudge, instead of force, people to improve the healthfulness of their food choices." 





The researchers also suggested retailers apply the same marketing techniques to vegetables, such as adorning packaging with cartoon characters, to create a favourable product bias for healthy foods. 




The study 


The researchers conducted three separate experiments, each involving between 100 and 178 male and female participants. 




In the first study, subjects completed a computer­based brand dissociation task where they were shown images of Reese’s chocolate (found to be the most popular confectionery item in a pre­test) and were induced into selecting a ‘Not Me’ key while a control group selected ‘Me’. 




After completing a filler task to obscure the true purpose of the study, they were invited to eat carrot sticks. 



As predicted, subjects in the ‘Not Me’ group ate fewer carrots than the control. 





The second study went further, assessing the extent to which the level of association with Reese's reduced self­reported interest in eating a range of vegetables ­ asparagus, broccoli, green salad, guacamole, and spinach ­ and other foods including fruit, potatoes and chicken. 





Those who identified strongly with the brand had less interest in eating vegetables after disassociation – but appetite for the other foods had not decreased.



“This is the case because unlike vegetables, these foods all have flavours (sweet, salty, and/or fatty) that humans are genetically predisposed to prefer, and thus consumption of them (or contemplation of doing so) does not require self-regulatory resources on reserve.” 




6/15/2015 Breaking consumer ties with junk food brands could backfire 




http://www.foodnavigator.com




For the third study Trump et al. widened the scope of the task.



 After completing a dissociation writing task, in which participants detailed three different ways Coca­Cola did not represent them as a person, they then rated their interest in eating the same selection of foods for study two.



 Again, a reduced interest in eating vegetables was noted. 


"Our research also provides additional evidence that branding is a powerful marketing tool that is often resilient to interventions when people have strong relationships with brands." 



The researchers have called for future research to determine whether the findings hold true for food categories, such as chocolate, and not just individual brands. 




They also suggest conducting a study with a more long­term focus as sustained dissociation from junk food brands could, over time, reduce preference for such brands. 




Source: Appetite Journal “Dissociation from beloved unhealthy brands decreases preference for and consumption of vegetables.” 










First published online 22 May 2015, doi:10.1016/j.appet.2015.05.025 Authors: R. Trump , P. Connell and S. Finkelstein








Popular posts from this blog

MEET MELANIA TRUMP: The 5'11" supermodel married to Donald Trump

Aly Weisman, INSIDER

Sep. 2, 2015, 3:28 PM 











Chip Somodevilla/Getty Images







While Donald Trump loves to be the center of media attention, his third and current wife, Melania Trump, is a bit more camera shy.










The Slovenian-born model keeps a lower profile than her husband, doing philanthropy work, raising their son, working on a jewelry collection with QVC, and creating a $150-an-ounce caviar moisturizer.




With Trump on the campaign trail, Melania has stoically stood by his side.




But who exactly is Melania and where did she come from? Learn about Trump's other half here ...





Melania Knauss was born April 26, 1970, in Slovenia.




Wikimedia/Getty







The 5'11" brunette began her modeling career at 16, and signed with a modeling agency in Milan at 18.



Chris Hondros/Newsmakers via Getty









She took a break from modeling to get her degree in design and architecture at the University of Ljubljana in Slovenia.








Wikimedia/Getty

Source: MelaniaTrump.com









But after graduating, her modeling career took off and Me…

THE MOST SOUGHT AFTER MANGOES IN THE WORLD ....

While "Flavor" is very subjective, and each country that grows mangoes is very nationalistic, these are the mango varieties that are the most sought after around the world because of sweetnesss (Brix) and demand.

The Chaunsa has a Brix rating in the 22 degree level which is unheard of!
Carabao claims to be the sweetest mango in the world and was able to register this in the Guiness book of world records.
Perhaps it is time for a GLOBAL taste test ???





In alphabetical order by Country....










India




Alphonso





Alphonso (mango)
From Wikipedia, the free encyclopedia








Alphonso (हापुस Haapoos in Marathi, હાફુસ in Gujarati, ಆಪೂಸ್ Aapoos in Kannada) is a mango cultivar that is considered by many[who?] to be one of the best in terms of sweetness, richness and flavor. 


It has considerable shelf life of a week after it is ripe making it exportable. 

It is also one of the most expensive kinds of mango and is grown mainly in Kokan region of western India.

 It is in season April through May and the fruit wei…

INDIA 2016 : Mango production in state likely to take a hit this year

TNN | May 22, 2016, 12.32 PM IST






Mangaluru: Vagaries of nature is expected to take a toll on the production of King of Fruits - Mango - in Karnataka this year. A combination of failure of pre-monsoon showers at the flowering and growth stage and spike in temperature in mango growing belt of the state is expected to limit the total production of mango to an estimated 12 lakh tonnes in the current season as against 14 lakh tonnes in the last calendar year.



However, the good news for fruit lovers is that this could see price of mangoes across varieties decrease marginally by 2-3%. This is mainly on account of 'import' of the fruit from other mango-growing states in India, said M Kamalakshi Rajanna, chairperson, Karnataka State Mango Development and Marketing Corporation Ltd.




Karnataka is the third largest mango-growing state in India after Uttar Pradesh and Maharashtra.



Inaugurating a two-day Vasanthotsava organized by Shivarama Karantha Pilikula Nisargadhama and the Corporation at P…