Weight loss may reduce our vulnerability to food marketing
Bet you never knew that you can reduce your vulnerability to food marketing!

Joe Brown


April 17, 2021

4 min read

Vulnerability is the condition of being exposed to the chance of being attacked or injured, either physically or showing emotion.

A study of medical news discovered that people with heavyweight were more receptive to food promotions than individuals with normal weight.

Another interesting finding that came along was that through Bariatric surgery (which includes changes to the digestive system to lose weight), vulnerability to food marketing could be brought down to a similar extent as the individual with an average weight. The fact is that weight doesn't belong to vibrant inventiveness. People of all sizes have essential skills like self-care, self-pride, saying no, prioritizing yourself and a sense of danger present internally.

An old study shows that people with excess weight build the habit of overeating and are more responsive to food advertisements.

Centers for Disease Control and Prevention (CDC) found that the obesity rate among adults in the United States of America (USA) has risen from 30.5% in 1999-2000 to 42.5% in 2017-2018.

In the same time period, severe obesity also inflated from 4.7% to 9.2%.

In 2004, more than one-third of the children in America were overweight due to which they suffer from several chronic diseases (Institute of Medicine [IOM]). The first generation that will live a shorter life than their parents would be the children in America (Olshansky et al.2005)

Public health experts say that the food environment is leading to overweight and obesity due to the number of marketing messages that motivate the utilization of high-calorie food items (Brownell & Horgen, 2004; IOM, 2006).

Health professionals and doctors emphasize developing a healthy lifestyle, including body exercises, a balanced diet, and keeping yourself away from junk food.

Yann Cornil, Ph.D. from the University of British Columbia, Canada, said, “That would mean people are endowed with unchangeable psychological characteristics that would always make them more responsive to marketing — which would make it very difficult to sustain a medically recommended weight,” he further added that “But one of the positive things is that after significant weight loss, people become less responsive to marketing, such that it is more sustainable to remain at a lower body mass index.”

Type of Responsiveness:

The researchers compared the responsiveness to food advertisement and marketing among three groups of females:

  1. Group 1 comprises 73 women with excess weight who were due to receive bariatric surgery.
  2. Group 2 consisted of 41 women with standard weight.
  3. Group 3 included 29 women who suffered from obesity but were interested in surgery and other weight loss methods.

The team tested the 1stgroup before the procedure and then after 3 and 12 months. They tested the 2ndgroup after six months and the 3rdgroup only once.

The scientist tested all three groups based on three common marketing strategies that reflected food and portion sizes healthier than they look.

The first strategy-"health hola" included portraying a product as natural and healthier.

The second strategy involved reducing portion sizes that increased hunger and made them overeat.

The third strategy is comprised of neglecting the smallest option on a size scale.

The results showed that women with obesity were more respondents to the 1stand 2ndstrategy than the women with normal weight. The women who went through surgery were no more responsive to these marketing strategies.

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