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  ! »

Marshmallow test

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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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Smaller plates

Holden et al 2016

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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/