Marketing Nutrition

by Wansink, Brian

• ISBN13: 9780252074554
• ISBN10: 0252074556
• Format: Paperback
• Copyright: 2007-02-01
• Publisher: Univ of Illinois Pr

Summary

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'sMarketing Nutritionfocuses 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.

Author Biography

Brian Wansink is a professor of applied economics of marketing and of nutritional science at Cornell University. He is the director of the Cornell Food and Brand Lab and the author of Mindless Eating: Why We Eat More than We Think.

Table of Contents

Acknowledgments	p. ix
Credits	p. xi
Introduction	p. i
Secrets About Food and People
Nutrition Knowledge That Matters	p. 13
Classified World War II Food Secrets	p. 21
If It Sounds Good, It Tastes Good	p. 33
Tools for Targeting
Profiling the Perfect Consumer	p. 47
Mental Maps That Lead to Consumer Insights	p. 61
Targeting Nutritional Gatekeepers	p. 73
The Health of Nations
The De-marketing of Obesity	p. 85
Why Five-a-Day Programs Often Fail	p. 100
Winning the Biotechnology Battle	p. 108
Managing Consumer Reactions to Food Crises	p. 121
Labeling that Actually Works
Leveraging Food and Drug Administration Health Claims	p. 139
Health Claims: When Less Equals More	p. 150
Marketing Nutrition
Introducing Unfamiliar Foods to Unfamiliar Lands	p. 161
Global Best Practices	p. 172
Conclusion: Looking Backward and Speeding Forward	p. 185
References and Suggested Readings	p. 197
Index	p. 205
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