Feeding the brain: the role psychology plays in buying, eating and enjoying food
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The psychology of food. A presentation given at the inaugural Food Vision event in Cannes, France.
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Feeding the brain: the role psychology plays in buying, eating and enjoying food
- 1. 1 Richard Sedley Food Vision, Cannes, France – Thursday 21 March 2013 Feeding the brain The role psychology plays in buying, eating & enjoying food
- 2. 2Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013 Who we work for…
- 3. 3Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Psychology and food • a bit about taste • a bit of science • a few cool examples • three stories
- 4. 4 Food Vision Food Vision: Connecting Leaders in Food – 21 March 2013 1. The First Encounter Story
- 5. 5 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 My parents took me abroad for the first time at the age of six to Spain. My father ordered tapas and without telling us what anything was and got us to taste each dish and give it a mark out of ten. Nothing scored lower than a seven. Only afterwards did he tell me what everything was. It was a great way to overcome the ‘yuk’ factor.
- 6. 6Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Understanding taste
- 7. 7 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 What influences taste Genetics ExperienceCulture Choice A or B Sweet = ripe, Bitter = poison Overtime our taste buds have developed to reflect our environment. Our context influences what we like. Milky substances like ice cream work in India, but not China. The experience we associate with the food we consume are the most important factor in establishing our life long taste choices. The nature vs. nurture debate always forget free choice. Ultimately we can decide what we like or not.
- 8. 8 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 The stages of taste development Youngster Young adult Established Staid When young we prefer milder foods. Vanilla remains a favourite and is linked to early stage milk. Food is often the one area kids have control over and it can become a battle ground. Our peers are a key influence on us. Even tastes we initially dislike are persisted with in order to fit in e.g. beer. By mid adulthood our tastes are largely established and only fined, often as a reflection of status i.e. wine. By late adulthood (60+) the willingness to experience has largely dissipated and a conservative approach to food is adopted.
- 9. 9 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 The stages of taste development Youngster Young adult Established Staid When young we prefer milder foods. Vanilla remains a favourite and is linked to early stage milk. Our context influences what we like. Milky substances like ice cream work in India, but not China. The experience we associate with the food we consume are the most important factor in establishing our life long taste choices. The nature vs. nurture debate always forget free choice. Ultimately we can decide what we like or not.
- 10. 10 A quick summary Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013 Feeding the brain 1. Genetics might create our taste buds but… 2. Our taste is shaped in our youth – within the context of our culture and first family, then friends 3. Our first encounters with food drive and fix our emotions 4. The type of food we chose is driven by the emotions we want to create 5. In order to innovate in food we need to understand the emotional Need States of consumers
- 11. 11Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Fuel Hunger Relief Hunger Suppressant Savoury Indulgence Sweet IndulgenceLight Healthy Indulgence Small Ritual Treat Spicy Food Warming Flavour Enhance- ment Cool Refreshing Stimulating Lift the Spirits Get a High Shared gift Treat Treat Ingredients Finish off Treat Ritual Escape Habitual Pleasure Reverie Needed Escape Continuous chew / suck Frequent chew / suck Mouth Toy Peaceful Calming Comforting (serenity) Mental Energy Physical Energy Energy Light Snack Proactive Healthy Food Restrict Diet Flavour Indulgence Trick the Mind Strong Taste Needs States Snacking Credit: The Taste Signature Revealed by Roberts & Mustard
- 12. 12Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Hunger Suppressant Small Ritual Treat Cool Refreshing Stimulating Treat Ingredients Ritual Escape Mouth Toy Peaceful Energy Light Snack Strong Taste Needs States Snacking Mood changing orbit Credit: The Taste Signature Revealed by Roberts & Mustard
- 13. 13Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Hunger Relief Hunger Suppressant Light Healthy Indulgence Small Ritual Treat Warming Flavour EnhancementCool Refreshing Stimulating Lift the SpiritsTreat Ingredients Finish off Treat Ritual Escape Habitual Pleasure Reverie Frequent chew / suck Mouth Toy Peaceful Calming Physical Energy Energy Light Snack Proactive Healthy Food Trick the Mind Strong Taste Needs States Snacking Deeper emotion / Immersion orbit Credit: The Taste Signature Revealed by Roberts & Mustard
- 14. 14Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Fuel Hunger Relief Hunger Suppressant Savoury Indulgence Sweet IndulgenceLight Healthy Indulgence Small Ritual Treat Spicy Food Warming Flavour Enhance- ment Cool Refreshing Stimulating Lift the Spirits Get a High Shared gift Treat Treat Ingredients Finish off Treat Ritual Escape Habitual Pleasure Reverie Needed Escape Continuous chew / suck Frequent chew / suck Mouth Toy Peaceful Calming Comforting (serenity) Mental Energy Physical Energy Energy Light Snack Proactive Healthy Food Restrict Diet Flavour Indulgence Trick the Mind Strong Taste Needs States Snacking Loss of control / excess / temperance orbit Credit: The Taste Signature Revealed by Roberts & Mustard
- 15. 15Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Fuel Hunger Relief Hunger Suppressant Savoury Indulgence Sweet IndulgenceLight Healthy Indulgence Small Ritual Treat Spicy Food Warming Flavour Enhance- ment Cool Refreshing Stimulating Lift the Spirits Get a High Shared gift Treat Treat Ingredients Finish off Treat Ritual Escape Habitual Pleasure Reverie Needed Escape Continuous chew / suck Frequent chew / suck Mouth Toy Peaceful Calming Comfortin g (serenity) Mental Energy Physical Energy Energy Light Snack Proactive Healthy Food Restrict Diet Flavour Indulgence Trick the Mind Strong Taste Needs States Snacking Loss of control / excess / temperance orbit Credit: The Taste Signature Revealed by Roberts & Mustard
- 16. 16Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Fuel Hunger Relief Hunger Suppressant Savoury Indulgence Sweet IndulgenceLight Healthy Indulgence Small Ritual Treat Spicy Food Warming Flavour Enhance- ment Cool Refreshing Stimulating Lift the Spirits Get a High Shared gift Treat Treat Ingredients Finish off Treat Ritual Escape Habitual Pleasure Reverie Needed Escape Continuous chew / suck Frequent chew / suck Mouth Toy Peaceful Calming Comforting (serenity) Mental Energy Physical Energy Energy Light Snack Proactive Healthy Food Restrict Diet Flavour Indulgence Trick the Mind Strong Taste Needs States Snacking Loss of control / excess / temperance orbit Credit: The Taste Signature Revealed by Roberts & Mustard
- 17. 17 Food Vision Food Vision: Connecting Leaders in Food – 21 March 2013 2. Developing a Palate Story
- 18. 18 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 My first ever pomegranate was picked up from the floor of an orchard on a Kibbutz in Israel. I’d never tasted anything so wonderful. It came to represent independence, luxury and adulthood.
- 19. 19Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain The science bit • Mapping the taste signature • Measuring the brain
- 20. 20Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain The science bit • Mapping the taste signature • Measuring the brain
- 21. 21 The taste journey Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013 Feeding the brain Appearance Aroma Front of Mouth Mid & Rear Mouth Aftertaste After-effects 1. 2. 3. 4. 5. 6. Taste is anticipated from visual cues Must align with the other components of the journey Forms initial judgment, often associated with stimulation and excitement Where more complex messages emerge Critical to the enjoyment of the product and whether it is revisited (or not) Critical to the enjoyment of the product and whether it is revisited (or not)
- 22. 22 Shape of a taste - Granola A Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013 Feeding the brain Duration of taste Tasteintensity Initial crunch releases low level sweetness Further chewing & crunching releases large amount of varied tastes & textures Dried fruity sweetness cleanses the mouth Fresh & clean slightly sweet but wholesome aftertaste Credit: The Taste Signature Revealed by Roberts & Mustard
- 23. 23 Shape of a taste - Granola B Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013 Feeding the brain Duration of taste Tasteintensity Initial crunch releases semi-intense sweetness Further & long similar size one-dimensional crunch & chew – much effort Release limited sweet fruit flavours with occasional bursts of short-lived flavour from nuts / fruit One-dimensional with limited natural ‘healthy’ signals which fade quickly but persistent processed note remains Credit: The Taste Signature Revealed by Roberts & Mustard
- 24. 24Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain The science bit • Mapping the taste signature • Measuring the brain
- 25. 25 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013
- 26. 26 Synapse Neurotransmitters Synaptic cleft Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 Inspired by an original graphic presented by Joe Leech @MrJoe
- 27. 27 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013
- 28. 28 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013
- 29. 29 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 We used to have to use this which took ages to set up.
- 30. 30 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013 Now we use this. Cruder but much simpler to set up and it provides everything we need for our insight tests
- 31. 31 Feeding the brain Food Vision: Connecting Leaders in Food – 21 March 2013
- 32. 32 Food Vision Food Vision: Connecting Leaders in Food – 21 March 2013 3. Memory loss Story
- 33. 33Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain My family noticed that my mother was getting thin. Eventually she was diagnosed with dementia and ‘confessed’ that she didn’t know what food she liked, even when it was in her mouth. The connection between her experiences and taste had been broken. As a consequence she now finds it difficult to regulate her emotions through the types of food she consumes – something that we usually take for granted.
- 34. 34Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain
- 35. 35Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain A bit of fun: examples of the brain in action • Buying • Eating • Enjoying
- 36. 36Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Experiments indicate that providing a sample in store encourages ‘indulgence’, and customers are more likely to splash-out of a range of products. But beware because a customer that refuses a sample is more likely to have their self-denial strengthened and subsequent sales can dip.
- 37. 37 Can too much choice be a bad thing?
- 38. 38 • 42 different jams 60% looked 3% bought • 3 different jams 40% looked 30% bought 1000 browsers, 1 euro per jar • 42 jams = 18 euros • 3 jams = 120 euros Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain
- 39. 39 French music played in store German music played in store
- 40. 40Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain True story: I spotted this can of tuna in the chocolate aisle. For 20 mins no one touched the chocolate. Once removed chocolate was selected roughly once ever 30 seconds. A phenomenon known as psychic contamination.
- 41. 41Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain The power of scent 84% of consumers placed in a scented room rated a pair of running shoes as better than those in a room without the pleasant smell, despite being the same shoes. A casino found that people gambled 45% more money on slot machines when there was a nice scent in the air.
- 42. 42Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain
- 43. 43Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain
- 44. 44 Satisfaction Peak-end rule Time PEAK END Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain
- 45. 45 Richard Sedley @richardsedley www.seren.com Thanks for listening. I hope it has been interesting Food Vision: Connecting Leaders in Food – 21 March 2013 Feeding the brain Recommended reading for more persuasion examples: Brainfluence: 100 ways to persuade and convince consumers with neuromarketing by Roger Dooley
Notas del editor
- Need States are the motivation for consumption occassion
- Need States are the motivation for consumption occassion
- Need States are the motivation for consumption occassion
- Need States are the motivation for consumption occassion
- This is my Mother and step-dad MikeAbout 5 years ago we noticed my Mum getting thin. They did checks but couldn’t work out problem.Until she confessed that she didn’t know what food she liked.It turns out she had early stages of alzheimers which meant she found it difficult to remember what she liked. It was just that she couldn’t remember what she liked when ordering food, even when it was in her mouth she didn’t know because her ability to recall her experiences had been destroyed.One of the consequences of the alzheimers is that she finds it difficult to regulate her emotions. Not because her brain is in emotional turmoil but because she can’t use food as a mechanism to regulate and recreate them.Any business that understands how their food creates and sedates emotional Need States is well on the way to creating a must have product marketed in the best way.
- This is my Mother and step-dad MikeAbout 5 years ago we noticed my Mum getting thin. They did checks but couldn’t work out problem.Until she confessed that she didn’t know what food she liked.It turns out she had early stages of alzheimers which meant she found it difficult to remember what she liked. It was just that she couldn’t remember what she liked when ordering food, even when it was in her mouth she didn’t know because her ability to recall her experiences had been destroyed.One of the consequences of the alzheimers is that she finds it difficult to regulate her emotions. Not because her brain is in emotional turmoil but because she can’t use food as a mechanism to regulate and recreate them.Any business that understands how their food creates and sedates emotional Need States is well on the way to creating a must have product marketed in the best way.
- Do we use scent enough?84% viewed the trainer in the scented room as superiorIn a night club scented with orange, peppermint and seawater patrons danced longer and reported a better time with superior music being played.In a scented casino people gambled 45% more money in a slot machine when a pleasant scent was introduced to the area.