Rationality in Food Decision Making - Research Paper Example

Rationality in Food Decision Making Rationality in Food Decision Making Introduction Most people spend lot of money, effort and time in attempts to spice up their diet, but end up acquiring unhealthy eating behaviors with time without their knowledge. Despite the numerous and advanced research on this phenomenon, no concrete finding can answer the question on how people make decisions. In a day an individual is capable of coming up with about 200 to 300 decisions concerning the food to consume (Just 2013). This plus constrains involved in preparation of that food, explain why most of the people decide to consume food way off the required health standards. However, in order to avoid making all these decisions, one may consider heuristicts or decision rules in making food consumption decisions. This has drifted the attention of behavioral economic research to food consumption decision making. This paper will, therefore, focus on three major areas in food consumption decision making in relation to behavioral economic. These areas are: food consumption volume, food choice, and food evaluation. For the past few years researches on behavioral economic has increased tremendously with economists trying to find out the cause of so many misguided trends in food consumption. They suppose that, despite one’s desire to consume the best food category, there rise a systematic inability to choose the accurate category. According to Just (2013), they have gone ahead and proposed the use of heuristic decision making rules that have proved to be effective in related decision making problems like financial decision making. Moreover, they have introduced standard economic models, time discounting and information models, but have been recently challenged by psychologist. This has, therefore, raised the need to incorporate economic models with psychological models in policy making. Before this merge, the traditional economic models succeeded to influence only three polices, which were alteration of price, information provision, and placing restriction. However, this polices proved to be ineffective in changing consumption behavior. In this paper, rational behavioral theories that suggests polices that are relatively influential without restring choices will be discussed. Unlike, the traditional polices, behavioral theories clearly justifies the intervention in food behavior by viewing individuals desires and actions as separate entities (Vermeir & Verbeke, 2006). Thus, the design of polices will allow an individual to make choices that seems best to him or her. The consumer will be more comfortable with behavioral intervention than price intervention, despite their inability to know the impact of their own behavior. This is because, many people believe that it is better for an intervention that encourages good behavior but does not prohibit the bad behavior (Wansink, Just & Mancino, 2007). The paper will incorporate both the behavioral economics and psychological phenomenon to explain the three areas of food consumption by answering the following questions. Why and when do an individual choose the foods they do, how they come up with the volume of food to consume, and how they evaluate this experience and develop food preferences. The choice of food The kind of food most people choose is either influenced by the current pleasure or future health benefits. Moreover, they will justify their choice of food as a temptation, sin or penance but that does not answer the question why a person would go for unhealthy food knowingly. This is the question all obesity researchers try to answer (Wansink, Just & Mancino, 2007). Under the study of choice of food, this could be classified as a choice between the hedonic and utilitarian goods. Hedonic goods are, therefore, foods of more sensation like cheesecake while utilitarian foods are those that are more functional like celery. This shows that consumers are likely to choose foods that are associated with their moral structure. Therefore, this show that there are factors like habit, addiction, rational, self control, time discounting, and mental accounting that influences our choice of food. Habits, addition, and rationality In some cases, the choice of food to most people eventually ends up being a habit, regardless the changes in price or new health information. For instance, individuals that have the attendances of overeating are fully aware of the consequences of doing so. The same happens with people addicted to a certain food or drink. According to rational addiction model, people go for addictive substances with full knowledge that their preference for goods may be altered in future. Therefore, to such individuals, addiction may happen as an expected result rather than a surprise. Obesity researchers eventually concluded that, tradition models such as tax constrain may be after all effective in fighting obesity (Just 2013). However, this does not completely rule out rational models because rational models are more informative and influential in coming up with polices. For instance, policies that impact on food environment like packaging or naming, contribute more in addressing habitual behaviors than imposing taxes. Also more research shows that increase in food consumption has highly been contributed by eating food as a secondary activity. This is where one eats while doing something else like watching or driving. Self control and time discounting Researches on self control in food consumption have been based on self control as a problem resulting from inconsistence preferences over time. Researchers came up with a model on time inconsistence preferences that addressed individuals that discount time usefulness in consumption as short term and not long term. For example, people who keep on postponing when they are going to start a diet, a condition known as Hyperbolic Discounting. Hyperbolic Discounting involves a person discounting consumption in a future period and every period by some amount, such that, the current amount is costly than in future (Cawley, 2004). For example a person intending to lose weight will compare the usefulness of weight loss with the forgone usefulness of eating fatty foods. In this case, if the usefulness in losing weight with time is more than usefulness lost by doing away with current food, then the person is likely to go for a balanced diet. However, the opposite will make the person fail to start his or her diet. In addition, researcher further noticed evidence that makes time discounting a circumstantial incident. This was discovered after noting that even after giving consumers stamped food; they only used it for the first few days upon receiving them. Therefore, it was clear that people will easily value short time consumption trade off compared to long term trade off. A study to determine whether obese individuals are susceptible to hyperbolic discounting, also classified self control as circumstantial (Willet et al, 2006). For example, it was observed that obese women are influenced by their family food consumption behavior into consuming few calories since shopping and meal planning is controlled. Mental accounting This theory supposes that food consumption behavior is determined by the following three aspects; transaction utility, categorization of individual’s income on bases of spending purposes, and how often the account is balanced. Transaction utility is an evaluation on whether an individual think what they get is more or less in relation to what they paid (Bertrand, Mullainathan & Shafir 2006). For example, in a pizza buffet the price was doubled for every pizza, and surprisingly, consumption increased by 25% in average. Clearly one will feel the value of his or her money by consuming one good pizza than many bad pizzas of same price. In the case of categorizing income mentally, many people consider this as a self control device to doing well. However, this aspect is not perfect because it can be easily changed by certain situations. In addition, income is in most cases a onetime event and is termed playful to many and hence set for playful consumption like buying a plasma television. Volume of food consumed Similar to choice of food, psychologist and economics have found a connection between environmental factors and volumes of food consumed. This can either be environmental factors affecting volumes setting and suggesting quantities to be consumed or, some environmental factors inhibiting consumption monitoring measures which may lead to over consumption. Environmental factors are further discussed as eating environment or food environment. Eating environment, therefore, consists of all aspects surrounding an individual while eating excluding food presentation (Willet et al, 2006). For example, books, television, people, and room lighting. On the other hand, food environment involves all immediate items used in serving the food. Some of which includes, plates, dishes, spoons, and packaging materials. Both environments greatly contribute to food marketing behaviors. This is evident considering the effort restaurants and food manufacturers put on these two environments. Eating environment, social norms and distractions The volume of food one is likely to consume will definitely depend on the people one is with. A person in a group tends to eat the same volume of food as those in his or her group. For example, an individual tend to eat very little in a first date or in an interview room. In addition, social norms that restricts what, when and how much to eat, are also determinants of food behaviors. Also an individual eating behavior may be distracted by activities like conversation. For instance, a social gathering may lead to an increase in volume of food consumed if time of the gathering is extended. Distractions in eating environment, therefore, reduces one’s ability to watch on how much they consume and can either overeat or eat very little (FAO Corporate Document Repository, n.d ). Food environment Under the factors affecting food consumption, food environment is the most relevant economic models since it is often controlled by food manufacturers. Manufacturers packing food greatly simplifies monitoring of volumes of food consumed (Just 2013). This is because, packaged food is packed in different quantities, and hence, the consumer is capable of determining his or her stopping point. However, there is other food environment that influences volume of food consumed regardless of how it is presented to the customer. The first one is induced salience, where the consumer is constantly reminded of the pleasurable experience involved with a certain meal. Salience can also be an internal thing, where the customer keeps on imaging and craving of certain food (Vermeir & Verbeke, 2006). Between the two, internal salience has been found to lead to consumption of more food than external salience. For example, comparing a person that decides to eat cookies because he or she passed by them and a person who was deliberately seeking for cookies. The person seeking for cookies is likely to eat more than the one that passed by them. Salience is greatly induced by food advertisements, especially, pictorial description also referred to food porn. The second aspect that contributes to increase in food volume is coming up with so many different varieties for a particular food. For example, adding four more different colored candies to the existing ones increases the potential of increasing food consumption. The third aspect is increasing the portion size or amount of food packed now and then. This definitely means that food that could only be found in a half a kilo, it can be found in 2 kilo packet which is an increase in volume. This has been a major cause for increased obesity in the United States, where consumption of certain food has increased by 45 percent upon doubling the portion size (Just 2013). The last aspect that has relatively contributed to increased food consumption is the size and shape of serving containers like plates and bowls. Commonly, it is expected that eating from a large plate one will eat more. Taste and preferences Research on what determines the taste perception of an individual has been studied extensively for a number of years. These studies have shown that one’s evaluation in taste, especially with food, greatly depends upon appearance and description given by others. Experiments on taste and preference have revealed that a person that expect food to taste good will rate that food relatively higher than a person expecting the food to taste bad. Taste and preference evaluation is much more of a confirmation on any prior attitude regarding the taste of certain food. To confirm this, a company had three groups to sample their new tropical fruit juice one at a time. However, before sampling, the first group was told that another group had sampled the juice earlier and like it very much (Cawley, 2004). The second group was told that the group before them had disliked the juice. Lastly the third group was also told that the group before them did neither like or dislikes the juice. After sampling it was discovered that the group with high expectation of good taste did not like the juice as much while those with low expectations did not dislike the juice as much based on sweetness. Although this theory differ from taste and preference evaluation test stated earlier, in this case, the expectation biasness is based on their pre-analysis of taste sensation like sweetness that was not given to them earlier. Therefore, taste and preference of an individual tends to depend more on what attributes he or she perceives to be good rather than the real attributes of that food. Food environment, likewise, has a significant impact on taste and preferences. For instance, when food is served in a beautiful plate and colorful dish, or it is given a lovely and an appealing name, a person will definitely expect the food to taste better. For example, psychologist carrying out an experiment on this matter noted that customers ordering “succulent Italian Seafood Filet” rated it higher than those that ordered “seafood Filet” although both dishes were same. Due to this more people consumed more of succulent Italian Seafood Filet than Seafood Filet. Naming, therefore, is an aspect that affects volume of food consumed. The same case was observed with people consuming wine in glasses labeled “New from California” and the same wine in glass labeled “New from North Dakota”. Those using the “New from California” rated the wine higher than those using “New from North Dakota.” Number of choices or varieties available for a particular food greatly impact on the taste and preference one end up choosing. Experiments done on this matter involving two type of jam one with six varieties and the other with twenty four varieties, reveled an impact of number of choices on taste. More shoppers stopped to sample the jam with twenty four varieties than the one with six varieties and were likely to buy more as well (Just 2013). Other approaches on food consumption decision making in relation to behavioral economic. Food consumption: Household approach Taking these approach to explain how and why people make the decision on food consumption the way they do brings on board addition aspects like welfare, health, well being and interdependent decision making to the aspect discussed above (Bass, Tigert & Lonsdale, 1968). Welfare, Health and Well-being The level of welfare of an individual is indicated by how poor or rich on is, whereas well-being expounds more on the welfare since it does not depend on economic factors. However, in the case of food consumption, it is referred in terms of consumer’s health and consumer satisfaction. Special attention is directed to assessing the effectiveness of household programs that aim at improving health among low class groups (Cawley, 2004). Also more research was carried out on the topic to unravel the relationship linking income, happiness and interrelated social standards. In most cases behavioral economics, focus on maximizing the usefulness of welfare and well being, rather than, directly focusing on health, satisfaction and well-being in relation to food choice. However, this research main center of attention is the effects that food consumption has on overweight, health care condition, and customer satisfaction. Interdependent Decision Making Decision making process and its outcomes mostly depend on numerous aspect of economic behavior like negotiating for goods, working in teams, and marketing. The same case in food consumption decision making, an individual decision food is partially influenced by the behavior of others and influence theirs as well. This sort of relationship can be well presented in a theory referred to as Game theory. This is where person rational and self interested predictions are compared to experimental findings (Wansink, Just & Mancino, 2007). Also this theory does not only investigate Game theoretic prediction but also the cause of deviations for these predictions. For instance in food consumption, the theory does more than give the why but also how a certain deviation came to be. Food consumption: Rational and level of wealth approach The major distinction that can be given between the rich and the poor could be the level of rationality where the rich are considered to be more informed as compared to the poor. This is because the rich seem to be well informed, have realistic goals which they pursue effectively, have justified believes, and know how to avoid making mistakes. On the other hand, the poor are considered to have shortcoming like misguided information, misbehaving, unsound choices, and in need of guidance (Vermeir & Verbeke, 2006). In the case of food consumption, it was discovered that the poor respond very highly to incentives like free goods, price reduction offers and tax reduction. However, with time the response to those incentives wear out, especially, when the incentives are intervened or tend to be less transparent. The other issue is that poor people saving rate is very low which has made it difficult for them to sustain a healthy diet throughout. They tend to change the quality, volumes and choice of food towards the end of the month. Food consumption: The Art of Altering Recipes One may put lot of effort in avoiding unhealthy foods but when it comes to preparing a meal, the recipe may require him or her to compromise this. However, with the techniques of making changes of some items in a recipe and get the same result but a more healthy meal the better. It would also be even much better if the altered recipes become a lifestyle (Wansink 2010). The following are some of suggestions on how one can alter a recipe. First, list foods with high levels of fat, salt and sugar like chips, cakes, candies, pastries and cookies and save them only for special occasion and if they have to eat, only in small portions. Second, avoid refined cereals and bread and only go for whole grain breads and cereals when shopping for grains. Third, decrease the amount of sugar and salt and instead increase the amount of fiber. For example, one can replace some of the white flour with whole grain flour. Lastly, if you have to use fruits or vegetables in a recipe, make sure they are very fresh. Apart from the fact that recipe alteration affects food consumption, it also slightly changes the end product from the original one (Cawley, 2004). For instance, it is impossible to change an ingredient or proportions in making soup and achieve satisfying results. However, some recipes like cake, cookies and any baked foods are easy to alter and achieve a satisfying end product. On this note, it is, therefore, important to identify which ingredient in a recipe can be altered. In addition, by identifying the alterable ingredient, the following alterations can be made and the consumer does note any change. The first alteration that can be done and go unnoticed is reducing sugar by one third. For instance, if the recipe require 1 cup of sugar, use two third, especially, with canned food, frozen fruits, and when making pudding and salads. In the case of backed products use half a cup and in case the flavor is compromised, add flavors like nutmeg, vanilla, and cinnamon. The second alteration is reducing fat by one third where you used a third instead of a half cup, 2 tables spoons for every cup of flour, substituting yogurt or cheese with sour cream and skim mill with whole milk. The third one is to reduce or omit using salt where instead of a have a spoon, use a quota teaspoon. Apart from yeast bread recipe where salt is important in maintaining texture; any other recipe salt can be substituted by herbs, salt free seasonings and spices. The last alteration can be replacing whole wheat flour with whole grain and brain flour in backing products (Wansink 2010). Importance of incorporating economical behavior aspect in food consumption Creating awareness, disseminating nutrition knowledge and the importance of polices to the public. This can be realized by using literatures on researches done in the past and recently on food consumption to information people of the connection between diet and health and the need to embraces it. Moreover, understand the relationship linking nutritional to one’s health status, national and individual needs, productivity and national growth, the importance of making sure food quality and safety is full adhered to, what causes nutritional disorders and the consequences that involved, and the importance of labeling and registering food product. Lastly, informing the public the importance of maintaining healthy weight, engaging in physical activities, and avoiding too much of television watching (Cawley, 2004). Campaigning for better food consumption behavior and adherence to nutritional practices This means making sure that information about the value of food is available and well understood by the public. This includes components of a balanced diet, observing hygiene in preparation and handling of food, making the most suitable food choices from the resources available, proper storage, processing and conservation methods in food, and how to distribute food nutrition equally according to needs of each family members (FAO Corporate Document Repository, n.d ). . Helps in diversifying food supplies and increasing quantity supplied. To realize this there rise the need to provide information to the public about improved food production methods. For instance, crop selection and diversification, nutrients conversation during food preparation, recommended storage, conservation and processing, and maximizing usage while avoiding food waste (Bass, Tigert & Lonsdale, 1968). Helps in ensuring food security Information like volumes of food consumed help in determining the consumption behaviors of different people from different places. This information is then used to ensure that people can access sufficient food which is safe, nutritious and satisfies people’s dietary needs, taste and preferences and a healthy lifestyle. In addition, people need to be encouraged to use this concept in household level (Wansink, Just & Mancino, 2007). Help in improving processing and manufacturing of food products Food manufacturing impact significantly on food consumption and altering the manufacturing process with the aim of improving diets can greatly change consumption behaviors of the consumers. For example, the move by cook fat manufacturers to eliminating hydrogen in vegetable oils that destroys vital omega-3 fatty acids in the body. On this note, the extent to which manufacturers can alter food consumption need to be regulated to avoid public exploitation (FAO Corporate Document Repository, n.d ). Conclusion This paper clearly illustrates the importance of evaluating food consumption from the point of view of behavioral economics, especially, in explaining why people make food decision the way they do. It also gives policy makers a board approach in coming up with food consumption policies. For example, in addressing obese cases, traditional economic tools would have suggested imposing of taxes, a ban or subsidies on certain food products. But through behavioral aspects the scope is broadened to cover food environment, packaging, type of information provided to the people, and other issues that may rise in making a decision in food consumption. It also illustrates different researches findings, theories, and benefits involved by incorporating economical behavior in food consumption. 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