Mystification and obfuscation in portion sizes in UK food products |
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| Institution: | 1. University of Birmingham Business School, University of Birmingham, Birmingham B15 TT, UK;2. Department of Public Health Epidemiology and Biostatistics, University of Birmingham, Birmingham B15 2TT, UK;1. Department of Marketing, University of Texas at Arlington, United States;2. McIntire School of Commerce, University of Virginia, United States;2. Department of Marketing, Griffith University, 170 Kessels Road, Nathan, QLD 4111, Australia;3. School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, GPO Box 2434, Brisbane, QLD 4001, Australia;4. School of Management and Governance, Murdoch University, 90 South Street, Murdoch, WA 6150, Australia;5. Centre for Youth Substance Abuse, Faculty of Medicine and Biomedical Sciences, University of Queensland, Herston, QLD 4029, Australia;6. Discipline of Psychiatry, School of Medicine, The University of Queensland, Herston, QLD 4029, Australia |
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| Abstract: | Concern has been expressed as to how obesity is framed as an individual responsibility easily solved with common sense. Such research has questioned the appropriateness of a size-based emphasis to public health. Moving away from the emphasis on the individual, this paper critically reviews consumer marketing techniques in the presentation of portion sizes, given what is known about human cognitive and physical limitations around food choice. Through a micro study of portion size in three products, cereals, cereal bars and yogurts, claims are made regarding marketing techniques of obfuscation in portion size presentation that at a macro level link to earlier critiques of marketing mystification. Findings suggest a number of specific obfuscators that could lead to passive overconsumption. The paper concludes that regulators should shift their emphasis away from the individual to examining marketing mystification and techniques of obfuscation. Information presentation should be more appropriate and consistent across brands within a product category. |
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