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  • Speaking With…: Brian Wansink

    This past Friday, Cornell University John Dyson Professor of Consumer Behavior and director of the Cornell Food and Brand Laboratory Dr. Brian Wansink stopped by New York University after being tapped as the second featured speaker of a new lecture series on nutrition and chronic disease.

    Taking off from his bestseller Mindless Eating, the talk was appropriately titled, “How To Turn Mindless Eating Into Healthy Eating.”

    With those prevously mentioned credentials, you might picture a stiff, “all business” type who solves complex equations in his head while half-listening to you.

    Dr. Wansink, however, is reminiscent of the cool high school math teacher who wanted you to learn — and have fun while doing so. His research explanations are peppered with personal anecdotes, comedy, and facial expressions that sometimes rival those of Jim Carrey.

    A few hours before his afternoon presentation, I sat down with Dr. Wansink for a one-on-one interview.

    If you are unfamiliar with Dr. Wansink’s work, please click here to familiarize yourself with his research before reading the interview.

    I get such a kick out of all your publicity shots for Mindless Eating [NOTE: see accompanying picture]. They’re great! Have they all been photographers’ ideas?

    Ha! Thanks. Yeah, I’ve had some really creative photographers who set up these elaborate shoots. Some of those popcorn shots literally took twelve hours, from setup to cleanup. There was a LOT of popcorn all over the floor at the end that had to be cleaned up (laughs).

    So, I recently read that all of this research started as a result of you wanting people in the United States to eat more vegetables.

    That’s right.

    How did you go from that to your current line of research?

    Yeah, before I started my dissertation [in the late 80s], I wanted to know: “why do you finish your vegetables sometimes and other times you leave them on your plate?”. “Why are you hungry for them one night and not the next?” That then evolved into the idea of environmental factors that affect our overall eating patterns. It’s a lot more complex than people think because so many of our eating behaviors are automatic. This is all about getting below that surface. One of my first research studies had to do with family serving behavior. We had people come in, eat, and then answer questions about what they ate.

    Then, we showed them video footage of their meal. It is amazing how many people flat out deny, or are not aware of, their eating behavior. You’ll say to someone, “you had three servings of peas.” They’ll tell you, “No, I only had one!” You feel like saying, “Well, unless you have an evil twin…”

    It’s not until you show them the videotape that they change their mind. I once had a woman cry when she saw herself eating on camera! My research considers three angles. Not only what people are eating and how much of it, but also with what frequency.

    How did all that research turn into Mindless Eating?

    In 2004, I was in France and thought to myself, “I’d like to write a book, but I don’t know if I want it to be academic or pop.”

    That year, Bonnie Liebman of the Center for Science in the Public Interest interviewed me for their Nutrition Action newsletter, and suddenly a lot of requests for book deal started coming in. Most of them were e-mails and, I don’t know, nothing really stood out. Then I got a letter — an actual letter! — from Bantam Dell Books. One of the things I liked about them is that, as they told me, they are in the business of creating “real books that people read.”

    Interesting you say that, because I think that’s definitely one of the factors behind the popularity of Mindless Eating. It is relatable for and interesting to the average consumer.

    So at this point, it’s been a few years since the book came out. I was wondering about recent developments. For example, have you conducted any research on the effects of calorie postings in fast food restaurants?

    Oh yeah, I was involved in a VERY well-done study with Carnegie Mellon in regards to calorie labeling. We looked at McDonald’s, Subway, and Starbucks in terms of what consumers were buying before and after calories went up. And, you know what? The results were indeterminate. They were all over the board. Some people consumed fewer calories, others didn’t. I would actually be suspicious of anyone who told you they have seen a dramatic effect as a result of calorie labeling.

    That strikes me as really odd. What are your theories regarding the results of that study?

    There’s a few things to consider. First of all, when it comes to weight loss, a lot of people think: Yeah, I wouldn’t mind losing ten pounds, but I don’t want to change a thing.” Then there’s reactance, which is a psychological term. It’s basically resistance. Reactance is at play when you’re in your car and the person behind you honks so you pull away more slowly than you would otherwise.

    (Laughs) Or when you know someone at a restaurant is waiting for your table, so you sit there and take a little longer.

    Yeah. So I think, in a way, some people are seeing these calories and thinking, “Oh yeah? Well, you’re not going to tell ME what to eat!” Something similar happened in a study I did with Cornell. So, Cornell has a huge dining hall that services about 1100 people at one time. I wanted to see what effect going tray-less would have. I thought it would have two positive effects — it would result in reduced waste and reduced calories.

    The idea being that people couldn’t pile everything on at once but instead had to get up from their table each time they wanted more food?

    Yeah, exactly. Well, the results came in, and that night there was roughly 30 percent MORE plate waste! I think it comes back to that idea of reactance, where people saw this and thought, “Fine, I won’t use a tray, but I’m not going to eat less.” “font-style:italic;”>But that’s not to say that I think calorie labeling isn’t useful. Let me tell you something. The other day I went to Sbarro and saw that the slice of pizza I wanted was 787 calories. Aaaaaaaah!! So I think these calorie postings are going to serve as incentives for these food companies to say, “Alright, wait a minute, I want to turn that 787 into 690.” I think it’s going to nudge companies to drop the numbers, and that’s what will, in turn, affect consumers.

    Speaking of consumers, you recently finished your one-year post with the United States Department of Agriculture’s Center for Nutrition Policy and Promotion working on the Dietary Gudelines. How did that go?

    Oh, it was great! I thought I was on a mission from God! My last day was January 20, when the new president took office. I was literally sending e-mails at 11:59 PM on January 19. I was still e-mailing at 12:05 AM on January 20, and I remember thinking “Wow, they didn’t shut off my inbox!” Then I got up to grab something to eat, and about ten minutes later I came back and I no longer had access.

    Any sneak peeks as to possible changes we may expect in the next round of Dietary Guidelines?

    I was involved with the selection of the 13 Dietary Guidelines committee members, and 11 of them have a behavioral focus. They operate where the rubber meets the road. That’s important, because they take pages upon pages of data and transform it into information for the masses that can be summarized in just a few sentences.

    So to wrap up, I’m interested in hearing about research you are in the process of conducting now.

    Oh yeah, sure. Well, we’re looking at what happens to people’s eating behaviors when they sit next to someone who has a much higher BMI than they do. We are also doing a study where we have someone wearing a fat suit and going through one side of a buffet very slowly, serving themselves a lot of food. Everyone on the other side of the salad bar takes a much lower amount of food compared to when that person is going through the salad bar without the fat suit on. It’s the whole concept of mimicking the attractive person. It’s terrible, because weight is the last acceptable prejudice in our society and it can really be crippling to a person’s self-esteem.

    Lately, the concept of “nature vs. nurture” has become central to the issue of childhood obesity. Do you have any thoughts on that from a behavioral standpoint?

    Well, we conducted a study with 4 year olds. We gave all the kids a questionnaire to take home. The point of the questionnaire was to determine to what extent parents forced their kids to eat everything that was on their plate. Of course, we disguised those questions among lots of filler like “what is your favorite TV show?”

    “What color are your curtains?”, etc.

    (Laughs) Exactly. So the parents, on a scale of one to nine, had to rate just how heavily they enforced “the clean plate club” at home. So, you know, nine was “my kids HAVE to finish everything on their plate or there is some kind of consequence” and one was “Ah, if they eat, they eat. If they don’t, they don’t.” We discovered that the children whose parents insisted they finish everything on their plate served themselves approximately 40 percent more cereal in our study.

    Wow! And based on what you talk about in Mindless Eating… the idea that, once food is in front of us, it is very easy to eat it all, that’s a significant finding.

    Yeah, the thinking is that children who are forced to clean their plate feel like the have no control when it comes to food, so they find ways to reassert their control and independence.

    Well, it looks like we’ve actually gone over time, but this has been fascinating. It’s been a pleasure speaking with you. Thank you!

    Oh, absolutely. Thank you and best of luck with everything.

    Many thanks to Dr. Wansink for his time!

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    3 Comments

    1. sarahlu said on April 27th, 2009

      Brilliant. Thanks for sharing!
      Sarah

    2. Lizzy said on July 23rd, 2009

      I just finished reading his book a few weeks ago. Fascinating.

      Speaking of visual perceptions of food… have you seen fancyfastfood.com?

    3. Andy Bellatti said on July 23rd, 2009

      I haven’t seen that website. Will check it out now!

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