The product, the consumer, and the behavioural scientist – Presented by Remco Havermans, Maastricht University, at the Healthy Nutrition Conference, 27 June 2018, Brightlands Campus, Venlo, The Netherlands.
Eating good food is important in maintaining good health. It is a simple behavioural rule that, however, few people seem to adhere to. Many people regularly enjoy eating junk food. Junk food is energy dense but notably low in nutritional value and hence relatively unhealthy. The appeal of junk foods is nonetheless enormous. The consumer in general tends to prefer junk food over healthy nutrition. Why is that? Clearly, food likes and dislikes are acquired through direct and indirect learning processes and dictate consumer preferences. Steering the consumer away from junk food and towards healthier alternatives requires knowledge of these processes. It requires knowledge of why the consumer consumes what s/he consumes. That knowledge is the domain of the psychologist, a behavioural scientist. In short, effectively promoting the consumption of healthy food products stands to benefit immensely from behavioural science. Continue reading “The product, the consumer, and the behavioural scientist – Presented by Remco Havermans, Maastricht University”