Food illusions: why we eat more than we think - Cover Story

We find that the more similar the two foods are, the more you want to emphasize the different traits. So you could say, "Why don't you eat a granola bar instead of a candy bar? It's got oatmeal, it's going to last you longer, it won't spoil your dinner."

Q: But not if the foods are different?

A: Right. If you have, say, an apple instead of a candy bar, the differences are apparent to begin with. So there you want to emphasize the similarities. You want to say, "An apple is really sweet, it's refreshing, it's fun to eat, it's got the same crunch as a candy bar." You want people to see it as an analogous substitute.

If dietitians are trying to get people to eat more fruits and vegetables, they need to stress the commonalities, not just that the foods are healthy. That just accentuates the differences.

Brian Wansink is the Julian Simon Research Scholar and Professor of Marketing, of Nutritional Science, and of Agricultural and Consumer Economics at the University of Illinois at Urbana-Champaign. He is director of the University's Food and Brand Lab (www.foodpsycho/ogy.com). He spoke with Nutrition Action's Bonnie Liebman by phone.

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