:

(.)
ISBN: 978-616-407-044-8

..

.
..
..
.
.

: ,

1 .. 2559 1,000

(.)






1
1 7
2
25
3
53
4 73
5
97
107

(WHO, 1948)

7 /
( ) / /
//
(Woratanarat T, 2012 2014)



1


2















( )

Social
Determinants of Health (SDH)

..2010

(Behavioral Economics)


/ /


4








(Health
Literacy)

5
6
 1

7


(Homo Economicus)


(Rational Choice Theory)
1






(behavioral economics)

1
(preference) (rational)
( completeness)
(transitivity)



(utility function)

8
 (behavioral
bias)
behavioral bias
Camerer & Loewenstein (2004)

(behavioral bias)

Herbert
Simon .. 1978 Herbert
Simon ( bounded
rationality)
()




(heuristics)

(Simon, 1955 1979)

9


Kahneman (2003)
(cognitive
system) (perception)

(stimuli) 1-1
1 (intuition)




2 (reasoning)

2
10
 1

1-1 (Cognitive System)

: Kahneman (2003)


Thaler (2000)

(unbounded
rationality) ( unbounded willpower)

11
 (unbounded selfishness)

1.1

(expected utility theory) Bernoulli (1954)






Kahneman & Tversky (1979) Prospect Theory

Prospect
12
Theory
Thaler (1980)
Prospect Theory
( sunk cost fallacy)
(search behavior)
(regret)
Prospect Theory
(value function) (weighting
function) Prospect Theory 1-2

1-2 Hypothetical Value Function

: Kahneman, 1984

13

(reference point)


1-3

1-3 Reference-Dependence in the Perception of Brightness

: Kahneman, 2003
Kahneman et al. (1990)
(reference dependence)

14


(concave function) 1-2
(risk aversion)
(convex function)
1-2 (risk loving)

15




(loss aversion)


(Camerer et al., 1997, Benartzi &
Thaler, 1995)
Prospect Theory

Prospect Theory
(decision weight)
1-4 Prospect Theory

16


1-4 A Hypothetical Weighting Function

: Kahneman, 1984
1.2

17


(self-control)

(intertemporal choice)
( time- inconsistent preference)
(discounting
factor)



(exponential discounting
factor)

18
 (present
bias)


Strotz (1955)

Ainslie (1992)
( hyperbolic discounting factor)

Laibson (1997)

(quasi-hyperbolic discounting factor)

1-5
1

1

19
 1-5 Discount Functions

: Laibson, 1997
1.3

(social preference)
20


Gth et al. (1982)

ultimatum game

Fehr & Schmidt (1999)

21
 (inequity aversion)

(altruism)


Forsythe et al. (1994)
dictator game ultimatum game
dictator game
dictator game

5
24 5

22


23
24
 2

( Nutrition Labels)





( Grunert & Wills, 2007)
/

/
1) Supermarket
2)
(Restaurants/Cafeterias)
25


3)

2 . 1 ( Off- Premise
Consumption): (Nutrition Labels)

(Packaged food2) (Fresh

Produce)
( Take- out)

2
/
(confectionery)
26


(Nutrition
labels)

( Back- of- pack labelling)
(Nutrients)


(Signpost or Front-of-pack
labelling)

4
1) Simple Tick
/


( )

27
 (Total fat) (Saturated fat)
(Added sugar) (Added
salt)
Pick the Tick (
) Smart spot
Simple Tick

2-1 Simple Tick

: European Food Information Council

( 10 .. 2558)
2) Traffic Light System (TLS)

4

28

(High)
(Medium) (low) (
100 ) TLS


(Balcombe et al., 2010)
2-2 Traffic Light System (TLS)

: Food Standards Agency (FSA)

29
 3) Guideline Daily Amount (GDA)

(
Big 8 )
2,000
(European
Union) GDA
GDA
(.) 5


18 .. 2550

3

3
Manager Online 4 .. 2556; 27 .. 2557;
305 .. 2550; 2 .. 2554
30
 2-3 Guideline Daily Amount (GDA)

:
( 2)
7 .. 2554
4) Color-coded GDA
TLS ( 2) GDA ( 3)

31
 2-4 Color-coded GDA

: European Food Information Council

( 10 .. 2558)

32


(Grunert & Wills, 2007)



(Ready Meals)

( Treat)



(Artificials) /
(Grunert & Wills, 2007)


( )
(Grunert & Wills, 2007)
(Grunert et
al., 2010) 3
33
 2,019

(Breakfast Cereals)
(Confectionery) (Ready
Meals) (Salty Snacks)


27



3 87.5

( )
34
(
(Intention to buy)) (Grunert & Wills, 2007)

Kim et al.
(2000) (1994-1996
Continuing Survey of Food Intake by Individuals
Diet and Health Knowledge Surveys)

6.9 2.1
67.60
29.58
7.51
Barreiro-Hurle et al. (2010)


(Health Claims) (
)

Balcombe et al. (2010) 477

TLS

35
 (Hypothetical behavior)







(Balcombe
et al., 2010; Grunert & Wills, 2009)

(
)

4
1) Simple Tick 2) TLS 3) GDA 4) GDA
36






(Liu et al., 2014; Roberto & Khandpur, 2014;
Peters et al., 2007)
Simple Tick TLS

(Coerce)
(Paternalistic) GDA
(Grunert &
Wills, 2007)


Borgrmeier & Wetenhoefer ( 2009)
4
(Virtual grocery store)
420

37



1)
28 2)

78
1)


TLS 24.8 28
20.2
28



TLS

(
)

38


TLS GDA

/
Sainsburys Tesco (Borgmeier & Westenhoefer, 2009;
Liu et al., 2014)

2.2 (Onpremise Consumption):
(Menu labelling)

(New York City
Department of Health)

(Menu Board) 1
..2550 (Downs et al., 2009; Wisdom et al., 2010)


(Roberto et al., 2010)

39

(Menu Labelling)
Down et al. (2009)
3

(

)
5
( )
2
(per day calorie intake)
(per meal calorie intake)
(calorie intake per meal)

(calorie intake per day)


40





(dieters)

Roberto et al. (2010)

1
303

17.30 . (
14.30 .)


(1) (2)
(3)
2,000
41



(
)

Roberto et al. (2010)

2,189


1,862 1,860

42


(1,459;
1,335 1,256 )

(1,380 )


(putting things in perspective)


(
)
Downs et al. (2009)

43
(
(nudge))
(bias) 2
(1) (default option
bias Status quo bias)
/
( default option
Status quo) (2) Present-biased preference
(immediate outcomes)

Downs et al. (2009)

( )
12
(1)
( - ) (2 )
(2)
44
 (2 ) (3)
3




(3 ) (
2 x 2 x 3 = 12 )

nudge convenience
manipulation
(default status quo)
( present-biased preference)

convenience manipulation
convenience
manipulation
convenience manipulation


45

convenience
manipulation
(
)
() 48 ( 47)
Thorndike et al.
(2012)
(Choice Architecture)


(Massachusetts General Hospital)
1

3
1 (TLS)
4

(
)
(consume often)
46
(consume less often)
(there is a better choice in green or yellow)

(convenience)
( 5- 6 )


9.6 1 4
2 16.5
1 11.4 2
Thorndike et al. (2014) 2

non- informational nudge
( nudge convenience
manipulation
)

47
2.3 (Campaigning /Social
Marketing)

The eatwell plate Food
Standards Agency4 (FSA) 6g per day of salt intake
FSA 5-a-day Campaign

()
(Acharya et al., 2006)

Capacci &
Mazzocchi (2011) Five-a-day

..2546 (1)

5 portions 400 ( 2)
()

4
http://www.food.gov.uk/
48
 4 6 (3)




Expenditure and Food Survey
(2002 2006)
Almost Ideal Demand System


0.3 portions

TrEAT Yourself Well
TYW Acharya
et al. (2006) (quasi-experimental method)
TYW 4
(1) 200 (2) 200300
(3) 300400 (4) 400
2 TYW
TYW
49
 2
18
(

) 2
5 (randomization)
TYW
( 7
10 )

50
 /

/ (preference)

non-informational nudge

(

)

51
52
 3

?
default option
bias





5

5
(Johnson & Goldstein, Do Defaults Save Lives?, 2003) (Brown & Krishna, 2004)
53


(Menu)







(
54
 )
(
)








(
)

55


3.1

4
1.
/

6
2.

()

6
(Johnson & Goldstein, Do Defaults Save Lives?, 2003) (Brown & Krishna, 2004)
(McKenzie, Liersch, & Finkelstein, 2006)
56



(avoid thinking/hassle)7
3. (loss aversion/status quo
bias),
8
4.
( present biased preferences), ( Pichert & Katsikopoulos,
2008)

(Samualson & Zeckhauser, 1988)
( Kahneman & Tversky, 1979)

7
(Baron & Ritov, 1994) (Samualson & Zeckhauser, 1988) (Irwin & Baron, 2001)
8
(Kahneman & Tversky, 1979) (Samualson & Zeckhauser, 1988) (Tversky & Kahneman,
1991)
57

(avoid thinking and hassle)



(present bias preference)
(loss
aversion)
3.2

( Anderson (2003)
Sunstein & Thaler (2003))

Johnson & Goldstein (2003)



85 28

58
9



(Opt-in)



99
12
Johnson & Goldstein (2003)



(
)

9
(The Gallup Organization, 1993) (Gold, Shulz, & Koch, 2001) (Gbel & Rehnqvist, 1997)
(Conesa, et al., 2003)
59


[401 (k)] (Choi, Laibson, Madrian, & Metrick, 2002;
Madrian & Shea, 2001) , ( Johnson,
Hershey, Meszaros, & Kunreuther, 1993)
( Brown & Krishna, 2004; Park, Youl Jun, & MacInnis, 2000; Puto,
1987)
(Johnson, Bellman, & Lohse, 2002)
Camerer (2000)




(Anchoring Bias)

(Sunstein & Thaler, 2003)

60
 (Pichert & Katsikopoulos, 2008)
Pichert & Katsikopoulos (2008)


()

()

(
)




(Roberts, 2005)


(Payne, Bettmann, & Johnson, 1992; Slovic, 1995)

61
3.3

Acharya, Patterson,
Hill, Schmitz, & Bohm (2006) Anzman-Frasca, Dawes, Sliwa,
Dolan, & Nelson (2014)
Anzman-Frasca et al. (2014)


(Wootan, 2012)

Anzman-Frasca et al. 8
18

62






( McCluskey,
Mittelhammer, & Asiseh, 2012) ( Wansink & Banks, 2014) ( Just,
Wansink, Mancino, & Guthrrie, 2008)
Ferro et al. (2013) 10
4 1

()

(Visceral effect)

10
(Ferro, Gupta, & Kropp, 2013)
63


Hanks et al. (2012a)11

18
28
33 36



( )

Hanks et al. (2012b) 12

11
(Hanks, Just, Smith, & Wansink, 2012)
12
(Hanks, Just, & Wansink, Trigger Foods: The Influence of "Irrelevant" Alternatives in
School Lunchrooms, 2012)
64


(Trigger foods)
inferior choice

trigger food
Just & Price (2013)

8




(Just & Price, 2013)
Just & Price (2013)
1) (inertia) status quo
bias 2)

65


( / )



(
)

( competitive food / trigger food) ( Liu, Wisdom, Roberto, Liu, &
Ubel, 2014)
Just & Wansink (2009) 13






100%

13
(Just & Wansink, Smarter lunchrooms: Using behavioral economics to improve meal
selection, 2009)
66

16
(Meyers, Stunkard, & Coll, 1980)
(
) (Schwartz, 2007)




(Downs, Loewenstein, & Wisdom, 2009)

(Roberto & Kawachi,
2014; Wansink & Kim 2005)
Just et al. (2008) 14

14
(Just, Wansink, Mancino, & Guthrie, 2008)
67


( )


present bias preference

(visceral effect)
Richards & Sindelar (2013)







loss aversion status quo bias

68
 (commitment) 3-1
3-2
(Choice Architecture)

(Labeling/Traffic Lights)



(Thorndike, Sonnenberg, Riis, Barraclough, &
Levy, 2012; Thorndike, Riis, Sonnenberg, & Levy, 2014)
3-1

69
 3-2

Wisdom, Downs, & Loewenstein (2010)

70


71
72
 4

(anchoring
heuristics)
Tversky &
Kahneman (1974)
(anchor)
(adjustment)
Tversky &
Kahneman (1974)
1x2x3x4x5x6x7x8
8x7x6x5x4x3x2x1 Tversky &
Kahneman (median)
512 2,250 ( 40,320)

Tversky & Kahneman (1974)

0 100
73


20
20
20

Tversky & Kahneman (1974)

( insufficient adjustment)

74
 Tversky & Kahneman (1974)

Furnham & Boo (2011) 6
1. 2.
( legal judgment) 3.
4. 5. (negotiation) 6.
(self-evaluation) 4-1



(high ambiguity)
4.1

(anchoring and adjustment)
Tversky & Kahneman (1974)
Englich & Soder (2009)

75
 4-1:


/ -
,,

-

-
-
-
-

(anagram)

( confirmatory hypothesis
testing) Chapman & Johnson (1999)
Mussweiler & Strack ( 1999)


76


4.2

Furnham & Boo (2011)


(cognitive ability)

1.





(Englich & Soder, 2009)

Bodenhausen et al. (2000)
77
 Englich & Soder (2009)

`

2.
( experts)

Englich & Soder ( 2009)

Englich & Soder (2009)

1.
2.

Chapman & Johnson (1994)

Wilson et al. (1996)

78
 3.


Tversky & Kahneman (1974)

LeBoeuf & Shafir (2009)

4.



Eroglu &
Croxton (2010) McElroy & Dowd (2007)

(Big
Five-Factor Model)
(neuroticism) (extraversion)
(openness)

79
(agreeableness) (conscientiousness)









(effortful thinking)

5.
Stanovich & West (2008)
(analytical)


Bergman et al. (2010)



80



Oechssler et al. (2009)
Bergman, et al. (2010) Oechssler et al. (2009)

4.3.

1.





Young & Nestle (2002)
81







1.1.

(calorie intake)
Rolls et al. (2000)

()

Rolls et al. (2000)
82


Fisher et al. (2003)
25

Fisher et al. (2003)

1.2


Rolls et al. (2002)

1000
500 30 Rolls et
al. (2004b)

83
 6, 8, 10 12
12
6 30




Diliberti et
al. (2004)
248
377 ( 50)
43


Rolls et al. (2004a)

28 175

175 85 37
84


Rolls et al. (2006)

26


Rolls et al. (2004, 2006)

1.3




Bell et al. (1998)

85
 0.8, 1.1 1.3

30


Stubbs et al. (1998)
Rolls et al. (1999)

1.4

Holmberg (1975)

(Kridler et al., 2001)

Wansink et al. (2003)
86
 10.6 .
18.9 . 75
22.3 Wansink et al. (2006)

17 37
37
31 Wansink (1996)
(package)

Rolls et al. ( 2007)

Rolls et al. (2007)

11, 22 26 .

87



Scott et al. (2008)

(restrained eater) (non-
restrained eater)



M&M
M&M ( M&M
M&M )
M&M
M&M M&M

88
 1.5

Marchiori et
al. (2014)

89


Marchiori et al. (2014)

(cognitive process)
15

2.


( Chopin & Joss, 2012)

(Chernev, 2011; Chernev & Gal, 2010;
Forwood et al., 2013)
(Paek et al.; 2011)

15


90
 Chopin & Joss (2012)

80



(
)

( )

91
 Chopin & Joss (2012)







(simultaneous)
(sequential)





(simultaneous)
(sequential)
Chernev (2011) Chernev & Gal
(2010)


92









(negative calorie illusion)
(averaging bias)

(average health score)

Forwood et al. (2013)

Chernev (2011)
Chernev




93




Chernev

Forwood et al. (2013)

Paek et al. (2011)

(nutrient value)

4-1

50

/

94


4-1 () (
)

95


96
 5

(heuristics)


( Simon, 1955 1979)
(behavioral economics)


(bounded rationality)
(bounded willpower)

97
(bounded selfishness)

98
 29 .. 2545 (Yach,
Hawkes, Gould, & Hofman, 2004) 35
.. 2555 (European Public Health and Agriculture Consortium,
2012) 60
.. 2563
.. 2545
20 71
NCD
(Yach, Hawkes, Gould, & Hofman, 2004)

.. 2550 -
2553
(
, 2554)
.. 2548
9.4 11.5
( Langendijk, et al. , 2003; Kosulwat, 2002)

2-3

99

(preventable)
(behavioral risk
factors)

4
(alcohol consumption) (tobacco
consumption) ( physical inactivity)
(food consumption)

(high blood pressure)
(obesity/ overweight/ high BMI)
(high cholesterol) ( low fruit and
vegetable intake) (malnutrition)
(DALYs)

50
(
, 2554; European Public Health and
Agriculture Consortium, 2012)
100

(
)

(ready-to-eat)

(Kosulwat, 2002)

.. 2556
79.11
86.71
45.87
27.7 98.96
53.84
45.14 48.71
4

(preference)

101




/
OECD

(lifestyle-related diseases)
OECD
(frontier)

OECD 2
(Brambila- Macias, et al., 2011 ; Mannella, Finkbeiner, Lipchock,
Hwang, & Reed, 2014; Sallis & Glanz, 2006) 1.

(Policies Supporting More Informed Choice) 2.
(Policies Aimed at Changing the Market
Environment)

OECD


1 ( )

102






2 ( )



(

)

103

(nudging) Thaler &
Sunstein (2003)

( choice environment)

()
( Information Provision Bias)
()
( Default Option Bias) ( )

104

(Anchoring Bias)

(
)
(
)

105


106


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