In-Store Marketing Strategies Are Environmental Risk Factors that Must Be Mitigated

Introduction:A framework that views environmental factors as underlying causes of human behavior and health outcomes was effective in injury prevention and could be equally effective for chronic disease control. Food outlets—restaurants and supermarkets— are deliberately designed to expose people to risk factors for chronic diseases, employing multiple strategies that encourage people to eat too much.  These strategies often use psychological techniques like priming and conditioning to influence people below their awareness. People typically make food choices using non-cognitive processing in less than ½ second and eat automatically, without conscious control or full awareness. 

Approach: A systematic review of marketing strategies in supermarkets and restaurants to identify practices that encourage overeating and consumption of low-nutrient foods was conducted, focusing on practices that are difficult for consumers to identify, avoid or resist.

Results: Several impulse marketing strategies appear to influence choice in ways most people are unaware of. Top strategies include 1) Placement of candy, soda, ships, cookies at cash registers and end aisle displays, 2) Non-standard and excessive portions served in restaurants, 3) Bundling combo meals, so consumers are automatically served soda and fries with entrees, 4) Highlighting “sales” “discounts” and anchoring purchases to specific quantities, 5) Ubiquitous access to low nutrient foods in non-food outlets and in vending machines, 6) Increased store size and product variety.

Discussion: A new approach to obesity requires identifying and mitigating “hidden” risk factors in the food environment.  Policy options including restricting placement of low-nutrient foods at cash registers and end aisle displays, so people have the options to avoid these foods; standardizing portion sizes; and limiting other impulse marketing practices in much the same way alcohol is currently regulated. Policies that require businesses to promote low-nutrient foods in ways to make their selection deliberate, rather than automatic, could support self-control without interfering in individual choice.