Article: Surprising Factors Influence What and How Much We Eat -- December 2007
This article was first published by the USDA in Amber Waves, June 2007, under the title of “Insidious Consumption: Surprising Factors That Influence What We Eat and How Much.” -- Ed.
A 2005 survey by the International Food Information Council found that at least 89% of American adults sampled indicated that they believe diet, exercise, and physical activity influence health. These beliefs are reflected in the popularity of books, magazines, and weight-loss programs offering dietary and health advice.
Recent consumption statistics, however, show that many of us are still choosing diets that are out of sync with dietary guidance. Many Americans eat too much sodium, saturated fat, and added sugar, yet too few fruit, vegetables, and whole grains. And the prevalence of obesity and diet-related illnesses continues to rise. Although we may intend to have a healthy diet, other preferences often beguile us into food choices that may eventually harm our health.
To explain this growing pattern of insidious consumption, economists are increasingly turning to behavioral economics -- a burgeoning field within the dismal science. Findings from behavioral studies point to a broader set of factors that help determine food choices. These findings also provide an opportunity to begin thinking of new ways to encourage consumers to choose diets better aligned with their own goals for future health.