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The psychology of food. A presentation given at the inaugural Food Vision event in Cannes, France.
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1
Richard SedleyFood Vision, Cannes, France – Thursday 21 March 2013
Feeding the brainThe role psychology plays in buying, eating & enjoying food
2Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013
Who we work for…
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
Food Vision
Food Vision: Connecting Leaders in Food – 21 March 2013
1.The First Encounter
Story
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.
6Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
Understanding taste
7
Feeding the brain
Food Vision: Connecting Leaders in Food – 21 March 2013
What influences taste
Genetics ExperienceCulture Choice
A or
B
Super importa
nt
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
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
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.
Experiences are
set here …
… and here
… and generally
only refined here
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
11Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
Fuel
Hunger Relief
HungerSuppressant
Savoury Indulgence
Sweet IndulgenceLight Healthy
Indulgence
Small Ritual Treat Spicy
FoodWarmingFlavour
Enhance-mentCool
Refreshing
StimulatingLift theSpirits Get a
High
Shared gift
Treat
Treat
Ingredients
Finish offTreat
RitualEscape
HabitualPleasure Reverie
NeededEscape
Continuouschew / suck
Frequentchew / suck
MouthToy
Peaceful
Calming
Comforting(serenity)
MentalEnergy
PhysicalEnergy
Energy
LightSnack
Proactive HealthyFood
RestrictDiet
FlavourIndulgence
Trick theMind
StrongTaste
Needs States
Snacking
Credit: The Taste Signature Revealed by Roberts & Mustard
Increased emotional intensity
12Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
HungerSuppressant
Small Ritual Treat
CoolRefreshing
Stimulating
Treat
Ingredients
RitualEscape
MouthToy
Peaceful
Energy
LightSnack
StrongTaste
Needs States
Snacking
Mood changing
orbit
Credit: The Taste Signature Revealed by Roberts & Mustard
13Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
Hunger Relief
HungerSuppressant
Light HealthyIndulgence
Small Ritual Treat Warming
FlavourEnhancementCool
Refreshing
StimulatingLift theSpiritsTreat
Ingredients
Finish offTreat
RitualEscape
HabitualPleasure Reverie
Frequentchew / suck
MouthToy
Peaceful
Calming
PhysicalEnergy
Energy
LightSnack
Proactive Healthy
Food
Trick theMind
StrongTaste
Needs States
Snacking
Deeper emotion
/ Immersion
orbit
Credit: The Taste Signature Revealed by Roberts & Mustard
14Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
Fuel
Hunger Relief
HungerSuppressant
Savoury Indulgence
Sweet IndulgenceLight Healthy
Indulgence
Small Ritual Treat Spicy
FoodWarmingFlavour
Enhance-mentCool
Refreshing
StimulatingLift theSpirits Get a
High
Shared gift
Treat
Treat
Ingredients
Finish offTreat
RitualEscape
HabitualPleasure Reverie
NeededEscape
Continuouschew / suck
Frequentchew / suck
MouthToy
Peaceful
Calming
Comforting(serenity)
MentalEnergy
PhysicalEnergy
Energy
LightSnack
Proactive HealthyFood
RestrictDiet
FlavourIndulgence
Trick theMind
StrongTaste
Needs States
Snacking
Loss of control
/ excess /
temperance
orbit
Credit: The Taste Signature Revealed by Roberts & Mustard
15Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
Fuel
Hunger Relief
HungerSuppressant
Savoury Indulgence
Sweet IndulgenceLight Healthy
Indulgence
Small Ritual Treat Spicy
FoodWarmingFlavour
Enhance-mentCool
Refreshing
StimulatingLift theSpirits Get a
High
Shared gift
Treat
Treat
Ingredients
Finish offTreat
RitualEscape
HabitualPleasure Reverie
NeededEscape
Continuouschew / suck
Frequentchew / suck
MouthToy
Peaceful
Calming
Comforting
(serenity)
MentalEnergy
PhysicalEnergy
Energy
LightSnack
Proactive HealthyFood
RestrictDiet
FlavourIndulgence
Trick theMind
StrongTaste
Needs States
Snacking
Loss of control
/ excess /
temperance
orbit
Credit: The Taste Signature Revealed by Roberts & Mustard
16Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
Fuel
Hunger Relief
HungerSuppressant
Savoury Indulgence
Sweet IndulgenceLight Healthy
Indulgence
Small Ritual Treat Spicy
FoodWarmingFlavour
Enhance-mentCool
Refreshing
StimulatingLift theSpirits Get a
High
Shared gift
Treat
Treat
Ingredients
Finish offTreat
RitualEscape
HabitualPleasure Reverie
NeededEscape
Continuouschew / suck
Frequentchew / suck
MouthToy
Peaceful
Calming
Comforting(serenity)
MentalEnergy
PhysicalEnergy
Energy
LightSnack
Proactive HealthyFood
RestrictDiet
FlavourIndulgence
Trick theMind
StrongTaste
Needs States
Snacking
Loss of control
/ excess /
temperance
orbit
Credit: The Taste Signature Revealed by Roberts & Mustard
17
Food Vision
Food Vision: Connecting Leaders in Food – 21 March 2013
2.Developing a Palate
Story
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.
19Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
The science bit
• Mapping the taste signature
• Measuring the brain
20Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
The science bit
• Mapping the taste signature
• Measuring the brain
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
Shape of a taste - Granola A
Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013
Feeding the brain
Duration of taste
Tast
e in
ten
sity
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
Shape of a taste - Granola B
Omni-Retailing: Serving the Evolving Customer – Tuesday 5 March 2013
Feeding the brain
Duration of taste
Tast
e in
ten
sity
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
24Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
The science bit
• Mapping the taste signature
• Measuring the brain
25
Feeding the brain
Food Vision: Connecting Leaders in Food – 21 March 2013
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
Feeding the brain
Food Vision: Connecting Leaders in Food – 21 March 2013
28
Feeding the brain
Food Vision: Connecting Leaders in Food – 21 March 2013
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
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
Feeding the brain
Food Vision: Connecting Leaders in Food – 21 March 2013
32
Food Vision
Food Vision: Connecting Leaders in Food – 21 March 2013
3.Memory loss
Story
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.
34Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
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
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
Can too much choice be a bad thing?
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
Increased ARPU by 6% & 7% of the relevant wine
French music played in store German music played in store
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.
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
Increased satisfaction by 41%
Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
43
Increased satisfaction
by 27%
Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
44
Sat
isfa
ctio
n
Peak-end rule
Time
PEAK
END
Food Vision: Connecting Leaders in Food – 21 March 2013
Feeding the brain
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