Summary of Brian Wansinks Mindless

Eating: why we eat more than we think

The best diet is the one you dont know youre on.
Chapter 1: The Mindless Margin
Portion sizes, environmental cues, marketing, high taste expectations, and many other factors influence
people to mindlessly consume significantly more food than people realize. Moreover, people will deny
such influence affects them.
Deprivation diets dont work long term because the bodys metabolic rate lowers and the weight lost is
very likely to be regained. Our bodies and brains fight against mindful deprivation.
There is a calorie range, a mindless margin, where we are unaware of whether we are eating more or
less. Most of us wouldnt know if we ate 200 or 300 calories more or less than the day before.
Consuming ~10 fewer calories per day amounts to 1 pound of weight loss over a year. Mindlessly
trimming 100-200 calories per day amounts to 10-20 pounds lost per year.
Reengineering Strategy #1: Think 20% more/less. Dish out 20% less that you think you might want
before you start to eat. Most people wont miss it. For fruits and vegetables, think 20% more.
Chapter 2: The Forgotten Food
Our stomachs dont count calories, and our memories arent good at tracking how much weve eaten.
We often realize weve gained weight when our clothes dont fit well. More than our stomachs, we rely
on our eyes to estimate the volume of the food we eat as a measure of having eaten enough. We tend
to feel full only ~20 minutes after weve eaten enough. We tend to dish out the volume we perceive as
enough and eat until the plate is clean. Volume trumps calories, so adding air/water gives a person a
sense of having eaten more. People tend to better estimate calories for smaller amounts of food.
Reengineering Strategy #2: See all you eat. See it before you eat it. People who preplate their food eat
~14% less than those taking smaller portions and getting seconds and thirds. See it while you eat it.
Keep empty glasses, wing bones, etc. visible. (Remember what youve eaten.)
Chapter 3: Surveying the Tablescape
Larger packaging suggests larger serving sizes. People tend to pour more drink into and drink more from
a short, fat glass than a tall, thin glass. People tend to eat more/less depending on the greater/lesser
size of plates, bowls, serving spoons, serving bowls, and serving sizes. Greater/lesser variety of food
types and colors encourage greater/lesser consumption.

Reengineering Strategy #3: Be your own tablescaper. Mini-size your boxes and bowls. Use smaller
plates. The smaller the packages, serving plates/bowls, and plates, the less we tend to eat. Dont make
too much food (unless the intentional leftovers are off-limits for seconds).
Chapter 4: The Hidden Persuaders All Around Us
The more we see food, we more we tend to eat it. Keeping candy dishes at a distance and/or out of
sight reduces candy consumption. Reading/thinking about foods primes our appetite and causes us to
eat more. Simply changing our path to avoid the kitchen or keeping food out of sight helps us avoid
mindless eating. Convenience/inconvenience also impacts how much we eat.
Reengineering Strategy #4: Make overeating a hassle, not a habit. Leave serving dishes at a distance,
e.g. in the kitchen or on a sideboard. De-convenience tempting foods, putting them away, out of
sight, hard to reach, and packaged well. Snack only at the table and on a clean plate.
Chapter 5: Mindless Eating Scripts
When we eat, we often follow eating scripts, habitual eating patterns of mindless eating. For example, I
fill my plate, clean my plate, and take additional helpings until others Im eating with are finishing.
Eating with 1 / 7+ people causes us to eat 35% / 96% more. Pacesetter eating companions that eat
faster/more influence us to match the pace. Men often eat competitively, associating large healthy
appetite with power and masculinity. Women dont have this association with men, and perceive
women eating less as feminine.
The distraction of the television, a newspaper, or other focus of attention causes us to lose track of how
much were eating, causing us to overeat. Fine dining restaurant atmospheres cause us to linger and eat
more than we normally would. Fast food restaurant atmospheres cause us to gulp and go, so we often
overeat before we start feeling full.
Scents of tasty food whet appetite and influence us to eat more. Even packaging infused with
reinforcing/confusing scent causes us to eat more/less. Temperature also has an effect; we are less
hungry on a hot day and more hungry on a chilly, rainy one.
Reengineering Strategy #5: Create distraction-free eating scripts. Rescript your diet danger zones, e.g.
dinners, snacks, parties, restaurants, desks/dashboards, etc. (See Appendix B.) For example, try being
the last to start eating, pace with a slower eater, serve more healthy foods, chew gum instead of
snacking, etc. Eat in the dining room or kitchen, rather than in front of the TV which distracts us from
our consumption. For snacks, dish out a ration only, rather than eating from the package.
Chapter 6: The Name Game
We often taste what we think well taste. 19 of 32 people given what they were told was strawberry
yogurt to eat in the dark rated chocolate yogurt as having a good strawberry taste. About 900 soldiers
given red-colored lemon Jell-O were convinced that it was cherry Jell-O. Expectations of good/bad taste
will affect our subjective taste experience accordingly.

Foods with positive, descriptive menu names are rated as more appealing and tastier than identical
foods with plain labels, and diners have more favorable attitudes towards the dining establishment.
Positive adjectives often draw from four main themes: geographic, nostalgic, sensory, and brand.
Brand names are particularly influential, often leading us to pay a significant premium to prime our
expectations and remind ourselves and others of our socioeconomic status. Brand pricing also helps
pique our taste expectations.
Reengineering Strategy #6: Create expectations that make you a better cook. When asked Whats for
dinner?, use two positive descriptive words to enhance your menu items. Spend the last 15 minutes of
prep on atmospheric details, e.g. soft lights, soft music, soft colors, nice plates, nice tablecloth, nice
glasses.
Chapter 7: In the Mood for Comfort Food
There are three common comfort food myths: (1) Most comfort foods are indulgently unhealthy. (2)
People tend to eat comfort foods when theyre sad, stressed, or bored. (3) Comfort food preferences
become fixed when we are children.
40% of favorite comfort foods are fairly healthy. Men gravitate towards meal-like comfort foods
because of associations with care; women, not comforted by associations with kitchen work, prefer
convenient snack foods.
People are more than twice as likely to seek comfort foods when happy than when sad. People are
more likely to seek out comfort foods when theyre happy (86%) or want to celebrate or reward
themselves (74%), than when theyre depressed (39%), bored (52%), or lonely (39%).
Comfort food associations can be formed at any time of life. Personality identification has significant
influence over food choices. People reinforce self-perceptions by choosing foods they identify with their
personalities. People can form comfort food associations as an adult when foods are repeatedly paired
with positive events. Similarly, foods paired with negative events (e.g. foreign food eaten during active
foreign combat), can become discomforting.
Eating favorite foods first/last often reflect birth order and family size. Firstborn children often save the
best for last, while younger children often eat favorites first. Childhood eating habits can follow us for
years.
Reengineering Strategy #7: Make comfort food more comforting. Dont deprive yourself. Keep the
comfort foods, but eat them in smaller amounts. Rewire your comfort foods. Start pairing healthier
foods with positive events to create comfort associations with healthier foods.
Chapter 8: Nutritional Gatekeepers
The nutritional gatekeeper controls ~72% of what a family eats. The nutritional gatekeeper typically
does ~90% of the grocery shopping and thus largely determines the menu. People considered good

cooks tend to fall into 5 groups: giving (e.g. comfort foods for gatherings), healthy (optimistic, bookloving, nature enthusiasts), innovative (creative, trendsetting, experimental), methodical (talented,
recipe-reliant, weekend enthusiasts), competitive (perfectionistic, dominant, Iron Chefs). Of these, only
the 22% giving cooks did not appear to help their families eat healthier.
When a child is exposed to a greater variety of foods at a young age, they tend to be more receptive to
healthy food choices. Pregnant mothers who drank carrot juice in their last trimester significantly
increased their childrens preference for carrot-flavored cereal months later. In eating contexts, facial
expressions of infant caregivers also affected the food preferences of children. Attitudes about food
and eating are also transmitted from parent to child and peer to peer. By age 5, children will see pretty
much whatever theyre given as an appropriate serving size.
Reengineering Strategy #8: Crown yourself as the official gatekeeper. Be convincing in marketing
healthy foods. Offer variety to mix it up and break junk-food habits. Teach the Half-Plate Rule: half
fruits and vegetables, half protein and starch. Make serving sizes official, by giving children snacks in
sealed bags/containers/plastic wrap while keeping the remaining snacks out of sight.
Chapter 9: Fast-Food Fever
Fast food is designed to fulfill our hardwired love of the taste of fat, salt, and sugar, and our desire for
good value and maximum convenience. People lobby hard to have more nutritional information readily
available in fast food restaurants, but the fact is that the average customer does not care. Those who do
seek out healthier foods (e.g. Subway) tend to suffer the health halo effect, adding unhealthy extras
(e.g. mayo) and rewarding themselves with an unhealthy dessert (e.g. cookie). Although Subway
customers consume fewer calories than the average McDonalds customer, they overeat their caloric
intake estimates by a greater amount.
The 10-20 Rule for estimating drink calories states that thin drinks (e.g. sodas, juice, milk) are about 10
calories per ounces, while thick drinks (e.g. shakes, smoothies) are about 20 calories per ounce. We
often associate low-fat labels with low-calories, yet this is often not the case. We tend to consume
more of foods considered healthy, and thus the health halo influences overeating.
Fast food companies dont want us to be unhealthy, they just want to sell food and be profitable. There
are a couple ways such companies can create win-win scenarios: (1) Create extra-small packages (e.g.
healthy portion sizes) at low cost, or extra-large value meals that could be shared. (2) Create packages
with pause points, e.g. visual cues and/or packaging that influences the possible decision to stop
eating before consuming all. (3) Change the recipe, but keep it good, advertising it as new rather than
healthy (i.e. stealth health). Also focus on volume by adding air/water. (4) Provide simple health
labels, but dont expect that it will much improve eating habits. (5) Keep it affordable. Although
consumption goes down as prices go up, this is not generally true for dessert-type foods. Our challenge
is to make healthier foods more attractive and affordable.
Reengineering Strategy #9: Portion-size me. Beware of the health halo. The better the food, the worse
the extras. People eat larger portions of foods perceived as healthy, and tend to reward themselves

with unhealthy extras. Think small or super-share. Youll likely enjoy smaller portions as much. Split
value meal combos and order an extra drink.
Chapter 10: Mindlessly Eating Better
The extremes of changing food capitalism and bite-by-bite diligence do not offer much hope for change.
The key to change lies in the middle-ground of better eating: mindlessly eating less, eating without guilt,
eating more nutritiously, and/or eating with greater enjoyment.
Two techniques for better eating changes are food trade-offs and food policies. Food trade-offs state, I
can eat x if I do y. For example, I can eat dessert if Ive worked out. Food policies are personal rules
that guard us from just this once decisions. For example, I will serve myself 20% less than I normally
would., I will have no second helpings of starches., or I will never eat at my desk.
Choose three personalized positive changes from the reengineering strategies that will each reduce your
intake by 100 calories. Keep a checklist with the three changes that you mark at the end of the day to
record your successes with the three change goals. Experts in behavioral modification say it takes about
28 days to break an old habit and replace it with a new one. After a month of success with new positive
mindless habits, one can choose more changes for the following month.
Its easy, positive, and slow. If we make three small, 100-calorie changes, by the end of the year, well be
as much as 30 pounds lighter than if we didnt make them.
(Appendix A compares popular diets and examines pros and cons.)
Appendix B: Defusing Your Diet Danger Zones
#1. The Meal Stuffer: The meal stuffer eats to excess at mealtimes, cleaning plates, taking second
helpings and often feeling uncomfortably full. Preplate high-calorie foods in the kitchen and dont get
seconds. Use smaller plates and taller glasses. Slow down eating. Reduce variety. Dont clean the plate.
Eat fruit for dessert. Adopt the Half-Plate Rule.
#2. The Snack Grazer: Grazers reach for convenient foods throughout the day, more out of habit than
hunger. Keep snack foods back: in the back of the cupboard/refrigerator/freezer. Do not prebuy
snacks for a future occasion. Substitute healthy foods or chewing gum for snack cravings. Eat only at
the table and on a plate. (Reduce snacking convenience.) Keep healthy/unhealthy food in/out of sight.
Never eat directly from a package.
#3. The Party Binger: Parties are high-distraction environments for bingers, who frequently lose track of
consumption and overeat/drink. Stay physically away from buffet tables and snack bowls while
talking. Put only two items on your plate per trip to the table. Use volume to control eating, starting
with big healthy foods and leaving remaining space for the rest. When distracted (e.g. by good
conversation), set the food down and focus on the people. As you arrive, tell yourself youre there for
people/business first and secondarily to eat. Arrive late and leave early.

#4. The Restaurant Indulger: Indulgers often frequent restaurants and are often on expense accounts,
are affluent gourmets, or DINKs (double income, no kids) in their thirty-something years. Choose two
of the following: appetizer, drink, or dessert. Ask the waiter to omit the bread basket or remove it early.
Ask the waiter to prewrap half of your entre to take home. Alternate drinking glasses of water with
other drinks. Sit next to the slowest eater, be the last to start eating. Share desserts.
#5. The Desktop (or Dashboard) Diner: Desktop/dashboard diners speed-eat while multitasking.
Brown bag your meals. Stock proteins (e.g. yogurt and tuna) that take the edge off of snack attacks. Do
not multitask while eating; give it your attention. Use food policies and tradeoffs. Chew gum. Replace
every other soft drink with water.