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TACKLING THE
OBESITY
CHALLENGE IN
MEXICO
BE101x Behavioural Economics in
Action
Eduardo De las Fuentes. Mexico
@edelasfuentes
Agenda
1. The background and Context
2. Desired Behaviour Change
3. The Decision Making Process and Analysis
4. The Nudge. Includes visual Support
5. The Experiment
6. Concluding Comments
1. Background





Roughly 70 percent of Mexicans are overweight
and almost one-third are obese
One of the major reasons for obesity growth in
Mexico is the consumption of soft drinks.
According to the World Health
Organization, Mexico is largest consumer of soft
drinks. An average Mexican drinks 163 liters (46
gallons) per year of soda, 40 percent more than
the average American (118 liters, or 31 gallons)
The worst thing is the children are becoming
programmed for obesity. It's a very serious
epidemic.
2. Desired Behaviour Change
 To

foster better and healthier food habits

 Develop

in people a desire to eat
healthier when picking their food in the
cafeteria t work
3. The Decision Making Process
and Analysis







As we know and reviewed in the course, human beings
typically make choices based on the context around
them
The intent is to create the context for the personnel that
leads them to take a healthier food choice
For helping the decision process, we will disclosure the
nutrimental information to help them make better
decisions
In a decision making process would be:







Situation: People Obesity
Options: Either non- healthy meals or healthy meals
Choose: To have healthier foods
Act: Actually selecting the foods that are better for your
health
Evaluate: Check the benefit for continuously eating
healthier
4. The nudge







WHAT: Nudging the
consumers to eat healthier
WHERE: In the cafeteria at
the organization
WHEN: At lunch time
(between 11:30-12:30)
WHO: The guests (approx.
900 people) and the
cafeteria employees (15)
HOW: By presenting healthier
choices at cafeteria lobby as
well as in the service bar
4. The nudge… continued
 To

offer a salad station bar
 To place the healthier meals at a reachable
level when one can just grab them easily
 Maintaining a clean, fresh and simple
environment
5. The Experiment: Field study
a) factors and their levels you want to test in the experiment:




Factor: Having the “demo” meals at the entrance of the cafeteria lobby with
the nutrition facts. Levels: Have only the healthy meals versus have both
healthy and non-healthy meals demos
Factor: Having a salad bar right before to the non-healthy food. Levels: Have
the meals served and ready to go versus do them at the moment of the order

b) procedure of the experiment and manipulation methods for creating
each experimental condition


Procedure: A tally sheet based on the electronic meal system and actual
observation indicating how many guests:







Eat the healthier food choice
Where in an actual state of obesity
Stop and identified the “demo” meals at the cafeteria entrance
Repeat at the next day the healthier choice

Manipulation:





Moving the “demos” to see where they have the best “approach”
Changing the way of presenting the meals
Involving discounts and benefits for choosing healthier meals
Implement publicity for promoting the choosing of healthier foods
5. The Experiment: Field study… continued
c) statistical method for analyzing the data and
expected results.
 Regression analysis. What is the correlation of
having a salad bar right before to the nonhealthy food and if they behave in a normal
distribution. Evaluate the other factors, levels and
manipulations to see which produces the highest
correlation.
6. Concluding Comments
 Having

the “demo” meals will encourage
the guests to read the nutrition facts
 The salad bar being prior to the nonhealthy food promotes the guest to
choose it
 Publicity of healthier meals can also play
an important role into the nudging
 The result of the experiment can be easily
verified by the described statistical data

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Nudge. Tackling the obesity challenge

  • 1. TACKLING THE OBESITY CHALLENGE IN MEXICO BE101x Behavioural Economics in Action Eduardo De las Fuentes. Mexico @edelasfuentes
  • 2. Agenda 1. The background and Context 2. Desired Behaviour Change 3. The Decision Making Process and Analysis 4. The Nudge. Includes visual Support 5. The Experiment 6. Concluding Comments
  • 3. 1. Background    Roughly 70 percent of Mexicans are overweight and almost one-third are obese One of the major reasons for obesity growth in Mexico is the consumption of soft drinks. According to the World Health Organization, Mexico is largest consumer of soft drinks. An average Mexican drinks 163 liters (46 gallons) per year of soda, 40 percent more than the average American (118 liters, or 31 gallons) The worst thing is the children are becoming programmed for obesity. It's a very serious epidemic.
  • 4. 2. Desired Behaviour Change  To foster better and healthier food habits  Develop in people a desire to eat healthier when picking their food in the cafeteria t work
  • 5. 3. The Decision Making Process and Analysis     As we know and reviewed in the course, human beings typically make choices based on the context around them The intent is to create the context for the personnel that leads them to take a healthier food choice For helping the decision process, we will disclosure the nutrimental information to help them make better decisions In a decision making process would be:      Situation: People Obesity Options: Either non- healthy meals or healthy meals Choose: To have healthier foods Act: Actually selecting the foods that are better for your health Evaluate: Check the benefit for continuously eating healthier
  • 6. 4. The nudge      WHAT: Nudging the consumers to eat healthier WHERE: In the cafeteria at the organization WHEN: At lunch time (between 11:30-12:30) WHO: The guests (approx. 900 people) and the cafeteria employees (15) HOW: By presenting healthier choices at cafeteria lobby as well as in the service bar
  • 7. 4. The nudge… continued  To offer a salad station bar  To place the healthier meals at a reachable level when one can just grab them easily  Maintaining a clean, fresh and simple environment
  • 8. 5. The Experiment: Field study a) factors and their levels you want to test in the experiment:   Factor: Having the “demo” meals at the entrance of the cafeteria lobby with the nutrition facts. Levels: Have only the healthy meals versus have both healthy and non-healthy meals demos Factor: Having a salad bar right before to the non-healthy food. Levels: Have the meals served and ready to go versus do them at the moment of the order b) procedure of the experiment and manipulation methods for creating each experimental condition  Procedure: A tally sheet based on the electronic meal system and actual observation indicating how many guests:      Eat the healthier food choice Where in an actual state of obesity Stop and identified the “demo” meals at the cafeteria entrance Repeat at the next day the healthier choice Manipulation:     Moving the “demos” to see where they have the best “approach” Changing the way of presenting the meals Involving discounts and benefits for choosing healthier meals Implement publicity for promoting the choosing of healthier foods
  • 9. 5. The Experiment: Field study… continued c) statistical method for analyzing the data and expected results.  Regression analysis. What is the correlation of having a salad bar right before to the nonhealthy food and if they behave in a normal distribution. Evaluate the other factors, levels and manipulations to see which produces the highest correlation.
  • 10. 6. Concluding Comments  Having the “demo” meals will encourage the guests to read the nutrition facts  The salad bar being prior to the nonhealthy food promotes the guest to choose it  Publicity of healthier meals can also play an important role into the nudging  The result of the experiment can be easily verified by the described statistical data