Post on 11-Apr-2017
transcript
Battling the bulge:an immodest proposal
Stephen S Holden
www.halfamind2.com
28 July 2016
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How big a problemis obesity ?
3http://www.oecd.org/health/Obesity-Update-2014.pdf
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Van Baal et al. (2008) “Lifetime m
edical costs of obesity: Prevention no cure for increasing health expenditure”
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obesity kills…–2.8 million people /
yr
malnutrition kills…–3.1 million people /
yr
–most under 5 yrs of age !
http://easo.org/education-portal/obesity-facts-figures/
https://www.wfp.org/hunger/stats
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What is the causeof obesity ?
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How effective is the “marketing fix” ?
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Secrets of the food industry
The Science of Addictive Food, CBC, March 6, 2013
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Which one do you want ?
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The “secret” of marketing
Morebigger
tastier, shinier, brighter, etc.
Less$
efforttime
Consumers want …
for
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“Convenience”
less effort & / or less time
fast-foodmedicines (Olestra), diets,
trainers/classes
motorised transportremote controls
Google, streaming, online videos
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Conflicting desires …
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Hyperbolic discounting
« on est plus longtemps mort
que vivant »« YOLO ! »
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Sleeping with the enemy
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Make it “look” bigger
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Make it “look” better
Rolls, Roe, Meengs 2006
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Make it “look” better
Rolls, Roe, Meengs 2006
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“Looks” bigger
Holden 2014 “Use your illusion”
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Fat tax
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Consumers want an “out”
• “[Our culture] simultaneously incentivizes people to gain weight and stigmatizes them when they do”
• “…and then offers the bullshit promise of instant weight loss through some miracle diet or incredible exercise secret.”
http://www.vox.com/2015/7/7/8877041/losing-100-pounds
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Fat tax
Fast food Fasting
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Immodest proposals
not a problem, do nothing !
sleeping with the enemy
fat tax
Battling the bulge:an immodest proposal
Stephen S Holden
www.halfamind2.com
http://www.slideshare.net/StephenSHolden/