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Brian WansinkJohn S. Dyson Professor of Marketing Areas of ExpertiseNutritional Science, Food Psychology, Consumer Behavior, Food Marketing, Grocery Shopping Behavior
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Brian Wansink’s teaching and research interests are on how on ads, packaging, and personality traits influence the usage frequency and usage volume of healthy foods. Along with over 75 journal articles, he has written the books Marketing Nutrition, Consumer Panels, Asking Questions, and Mindless Eating (April 2006).
In addition to being a professor, he is the director of the Cornell Food and Brand Lab which focuses on the psychology behind what people eat and how often they eat it. A primary focus of the lab is in helping companies develop “win-win” ways in which they can help people eat more nutritiously and to better control how much they eat. The lab’s work has won national and international awards for its relevance to consumers. His research has been widely featured on 20/20, BBC News, The Learning Channel, all news networks, and has appeared multiple times on the front pages of the Wall Street Journal and The New York Times.
Teaching
AEM
3440: Consumer Behavior
AEM 4020: Food and Brand Lab Workshop
AEM
7440: Advanced Consumer Research
Awards
• The Outstanding Alumni Award – Wayne State College (2005),
• The Dean’s Senior Researcher Award for Excellence in Research – University of Illinois (2003),
• MBA Core Professor of the Year – University of Illinois (1999 & 2001)
• Graduate Professor of the Year – University of Illinois (2001),
• Army ROTC Faculty Advisor Award (1999 & 2001)
• Distinguished Leadership Award – United Negro College Fund (1991)
Professional Activities
• National Academy of Science, Institute of Medicine Food Forum, 2005-08
• Journal of Consumer Research, Policy Board Member, 1998-2007
Selected Publications Since 2000
Wansink, Brian (2006), Mindless Eating – Why We Eat More Than We Think, New York: Bantam-Dell.
Wansink, Brian (2005), Marketing Nutrition – Soy, Functional Foods, Biotechnology, and Obesity, Champaign, IL: University of Illinois Press.
Bradburn, Norman M., Seymour Sudman, and Brian Wansink (2004), Asking Questions: The Definitive Guide to Questionnaire Design – For Market Research, Political Polls, and Social and Health Questionnaires, San Francisco, CA: Jossey-Bass. (Also published as an e-book.)
Sudman, Seymour and Brian Wansink (2002), Consumer Panels, Second Edition, American Marketing Association: Chicago, IL.
Wansink, Brian (2001), WWHP 98.3 FM – Interactive Case Study, Southwestern Publishing Company: Cincinnati, OH.
Academic Journal Publications (Peer-Reviewed)
Chandon, Pierre and Brian Wansink (2007), “Obesity and the Calorie Underestimation Bias: A Psychophysical Model of Fast-food Meal Size Estimation,” Journal of Marketing Research, (February), forthcoming.
Garg, Nitika, Brian Wansink, and J. Jeffrey Inman (2007), “The Influence of Incidental Affect on Consumers’ Food Intake,” Journal of Marketing, (January), forthcoming.
Wansink, Brian, Glenn Cordua, Ed Blair, Collin R. Payne, and Stephanie Geiger (2006), “Do Promotions for New Wines Contribute to or Cannibalize Beverage Sales?” Cornell Hotel and Restaurant Administrative Quarterly, (November) forthcoming.
Wansink, Brian and Pierre Chandon (2006), “Can Low-Fat Nutrition Labels Lead to Obesity?” Journal of Marketing Research, 43:3 (November), forthcoming.
Wansink, Brian, Koert van Ittersum, and James E. Painter (2006), “Ice Cream Illusions: Bowl Size, Spoon Size, and Self-Served Portion Sizes,” American Journal of Preventive Medicine, 31:3 (September), 240-243.
Wansink, Brian (2006), “Nutritional Gatekeepers and the 72% Solution,” Journal of the American Dietetic Association, 106:9 (September), 1324-1327.
Wansink, Brian and Pierre Chandon (2006), “Meal Size, Not Body Size, Explains Errors in Estimating the Calorie Content of Meals,” Annals of Internal Medicine, September 5, 145:5 (September 5), 326-332.
Chandon, Pierre and Brian Wansink (2006), “How Inaccurate Shopper Inventory Estimates Distort Shopping Behavior,” Journal of Marketing, (October), forthcoming.
Wansink, Brian, Ganaël Bascoul, and Gary T. Chen (2006), “The Sweet Tooth Hypothesis: How Fruit Consumption Relates to Snack Consumption, 47:1 (July), Appetite, 107-110.
Wansink, Brian and Alan O. Wright (2006), “‘Best if Used By…’ How Freshness Dating Influences Food Acceptance,” Journal of Food Science, 71:4 (May), S354-357.
Wansink, Brian, James E. Painter and Yeon-Kyung Lee (2006), “The Office Candy Dish: Proximity’s Influence on Estimated and Actual Candy Consumption,” International Journal of Obesity, 30:5 (May), 871-5.
Wansink, Brian (2006), “Position of the American Dietetic Association: Food and Nutrition Misinformation,” Journal of the American Dietetic Association, 106:4 (April), 601-607.
Wansink, Brian and Koert van Ittersum (2005), “Shape of Glass and Amount of Alcohol Poured: Comparative Study of Effect of Practice and Concentration,” BMJ – British Medical Journal, 331:7531 (December 24) 1512-1514.
Wansink, Brian and Matthew M. Cheney (2005), “Leveraging FDA Health Claims,” Journal of Consumer Affairs, 39:2 (Winter), 386-398.
Wansink, Brian, Armand Cardello, and Jill North (2005), “Fluid Consumption and the Potential Role of Canteen Shape in Minimizing Dehydration,” Military Medicine, 170:10 (October) 871-873.
Wansink, Brian and Junyong Kim (2005), “Bad Popcorn in Big Buckets: Portion Size Can Influence Intake as Much as Taste, “ Journal of Nutrition Education and Behavior, 37:5 (Sept-Oct), 242-5.
Wansink, Brian and Mike Huckabee (2005), “De-Marketing Obesity,” California Management Review, 47:4 (Summer), 6-18.
Wansink, Brian, Koert van Ittersum, and James E. Painter (2005), “How Descriptive Food Names Bias Sensory Perceptions in Restaurants,” Food Quality and Preference, 16:5, 393-400.
Wansink, Brian, Steven Sonka, Peter Goldsmith, Jorge Chiriboga, and Nilgün Eren (2005), “Increasing the Acceptance of Soy-Based Foods,” Journal of International Food and Agribusiness Marketing, 17:1, 33-55.
Wansink, Brian and Matthew M. Cheney (2005), “Super Bowls: Serving Bowl Size and Food Consumption,” JAMA – Journal of the American Medical Association, 293:14 (April 13), 1727-1728.
Wansink, Brian (2005), “Consumer Profiling and the New Product Development Toolbox,” Food Quality and Preference, 16:3 (April), 217-221.
Wansink, Brian, Randall E. Westgren, and Matthew M. Cheney (2005), “Hierarchy of Nutritional Knowledge that Relates to the Consumption of a Functional Food, Nutrition, 21:2 (February), 264-8.
Wansink, Brian, James E. Painter, and Jill North (2005), “Bottomless Bowls: Why Visual Cues of Portion Size May Influence Intake,” Obesity Research, 13:1 (January), 93-100.
Wansink, Brian, Steven T. Sonka, and Clare M. Hasler (2004), “Front-Label Health Claims: When Less is More,” Food Policy, 29:6 (December), 659-667.
Wansink, Brian, Koert van Ittersum, and James E. Painter (2004), “How Diet and Health Labels Influence Taste and Satiation,” Journal of Food Science, 69:9 (Nov-Dec), S340-S346.
Wansink, Brian and Keong-mi Lee (2004), “Cooking Habits Provide a Key to 5 a Day Success,” Journal of the American Dietetic Association, 104:11, (November), 1648-1650.
Pennings, Joost M.E. and Brian Wansink (2004), “Channel Contract Behavior: The Role of Risk Attitudes, Risk Perceptions, and Channel Member Market Structures,” Journal of Business, 77:4 (October), 697-723.
Wansink, Brian, Steven T. Sonka, and Se-Bum Park (2004), “Segmentation Approaches that Differentiate Consumption Frequency from Sensory Preference,” Journal of Sensory Studies, 19:4 (October), 327-340.
Wansink, Brian (2004), “Consumer Reactions to Food Safety Crises,” Advances in Food and Nutrition Research, 48, 103-150.
Wansink, Brian and Koert van Ittersum (2004), “Stopping Decisions of Travelers,” Tourism Management, 25: (June), 319-330.
Kahn, Barbara E. and Brian Wansink (2004), “The Influence of Assortment Structure on Perceived Variety and Consumption Quantities,” Journal of Consumer Research, 30:4 (March), 519-533.
Wansink, Brian (2003), “How Do Front and Back Package Labels Influence Beliefs About Health Claims?” Journal of Consumer Affairs, 37:2 (Winter), 305-316.
Wansink, Brian and Randall Westgren (2003), “Profiling Taste-Motivated Segments,” Appetite, 41:3 (December), 323-327.
Sherrick, Bruce J., Peter J. Barry, Gary D. Schnitkey, Paul N. Ellinger, and Brian Wansink (2003), “Farmers’ Preferences for Crop Insurance Attributes,” Review of Agricultural Economics, 25:2 (Fall/Winter), 415-429.
Wansink, Brian and Koert van Ittersum (2003), “Bottoms Up! The Influence of Elongation and Pouring on Consumption Volume, Journal of Consumer Research, 30:3 (December), 455-463.
Wansink, Brian (2003), “How Resourceful Consumers Identify New Uses for Old Products,” Journal of Family and Consumer Science, 95:4 (November), 109-113.
Wansink, Brian (2003), “Overcoming the Taste Stigma of Soy,” Journal of Food Science, 68:8 (September), 2604-2606.
Wansink, Brian (2003), “Developing a Cost-Effective Brand Loyalty Program,” Journal of Advertising Research, 43:3 (September), 301-309.
Wansink, Brian, Matthew M. Cheney, and Nina Chan (2003), “Exploring Comfort Food Preferences Across Gender and Age,” Physiology and Behavior, 79:4-5, 739-747.
Wansink, Brian and Lawrence W. Linder (2003), “Interactions Between Forms of Fat Consumption and Restaurant Bread Consumption,” International Journal of Obesity, 27:7, 866-868.
Wansink, Brian (2003), “Profiling Nutritional Gatekeepers: Three Methods for Differentiating Influential Cooks,” Food Quality and Preference, 14:4 (June), 289-297.
Wansink, Brian (2003), “Using Laddering to Understand and Leverage a Brand’s Equity,” Qualitative Market Research, 6:2, 111-118.
Wansink, Brian (2003), “Measuring Consumer Response to Food Products: Sensory Tests that Predict Consumer Acceptance,” Food Quality and Preference, 14:1 (January), 23-26.
Wansink, Brian and JaeHak Cheong (2002), “Taste Profiles That Correlate with Soy Consumption in Developing Countries,” Pakistan Journal of Nutrition, 1:6 (December), 276-278.
Wansink, Brian and Se-Bum Park (2002), “Sensory Suggestiveness and Labeling: Do Soy Labels Bias Taste?” Journal of Sensory Studies, 17:5 (November), 483-491.
Chandon, Pierre and Brian Wansink (2002), “When are Stockpiled Products Consumed Faster? A Convenience-Salience Framework of Post-purchase Consumption Incidence and Quantity,” Journal of Marketing Research, 39:3 (August), 321-335.
Wansink, Brian and Seymour Sudman (2002), “Building a Successful Panel,” Marketing Research, (Fall), 23-27.
Hoch, Stephen J., Eric L. Bradlow, and Brian Wansink (2002), “Rejoinder to ‘The Variety of an Assortment: An Extension to the Attribute-Based Approach’” Marketing Science, 21:3 (Summer), 320-324.
Wansink, Brian, Steven T. Sonka, and Matthew M. Cheney (2002), “A Cultural Hedonic Framework for Increasing the Consumption of Unfamiliar Foods: Soy Acceptance in Russia and Columbia,” Review of Agricultural Economics, 24:2, 353-365.
Painter, James E., Brian Wansink, and Julie B. Hieggelke (2002), “How Visibility and Convenience Influence Candy Consumption,” Appetite, 38:3 (June), 237-238.
Wansink, Brian and Seymour Sudman (2002), “Predicting the Future of Consumer Panels,” Journal of Database Marketing, 9:4 (June), 301-311.
Pennings, J.M.E., B. Wansink, en M.T.G. Meulenberg (2002), “Consumentengedrag in Crisissituaties,” Economisch Statistische Berichten, (May 31), 430-432.
Wansink, Brian (2002), “Changing Eating Habits on the Home Front: Lost Lessons from World War II Research,” Journal of Public Policy and Marketing, 21:1 (Spring), 90-99.
Pennings, Joost M.E., Brian Wansink, and Matthew M.E. Meulenberg (2002), “A Note on Modeling Consumer Reactions to a Crisis: The Case of the Madcow Disease,” International Journal of Research in Marketing, 19:2 (March), 91-100.
Wansink, Brian, James M. Painter, and Koert van Ittersum, (2001) “Descriptive Menu Labels’ Effect on Sales,” Cornell Hotel and Restaurant Administrative Quarterly, 42:6 (December), 68-72.
Wansink, Brian and Nina Chan, (2001) “Relation of Soy Consumption to Nutritional Knowledge,” Journal of Medicinal Foods, 4:3 (December), 145-150.
Wansink, Brian and Cynthia Huffman (2001), “A Framework for Revitalizing Mature Brands,” Journal of Brand and Product Management, 10:4, 228-242.
Chandon, Pierre, Brian Wansink, and Gilles Laurent (2001), “A Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing and Marketing Research in Russia, (31:1), 52-66.
Wansink, Brian and Junyong Kim (2001), “The Marketing Battle Over Genetically Modified Foods: False Assumptions about Consumer Behavior,” American Behavioral Scientist, 44:8 (April), 1405-1417.
Wansink, Brian (2001), “Abandoned Products and Consumer Waste: How Did That Get into the Pantry?” Choices, (October), 46.
Wansink, Brian and SeaBum Park (2001), “At the Movies: How External Cues and Perceived Taste Impact Consumption Volume,” Food Quality and Preference, 12:1 (January), 69-74.
Chandon, Pierre, Brian Wansink, and Gilles Laurent (2000), “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, 64:4 (October), 65-81.
Wansink, Brian and SeaBum Park (2000), “Accounting for Taste: Prototypes that Predict Preference,” Journal of Database Marketing, 7:4, 308-320.
Wansink, Brian and Michael L. Ray (2000), “Estimating an Advertisement’s Impact on One’s Consumption of a Brand,” Journal of Advertising Research, 40:6 (Nov/Dec), 106-113. Reprinted from…Wansink, Brian and Michael L. Ray (1992), “Estimating an Advertisement’s Impact on One’s Consumption of a Brand,” Journal of Advertising Research, 26:4 (May-June), 9-16.
Wansink, Brian and Cynthia Sangerman (2000), “Engineering Comfort Foods,” American Demographics, July 66-67.
Wansink, Brian, Se-Bum Park, Steven Sonka, and Michelle Morganosky (2000), “How Soy Labeling Influences Preference and Taste,” International Food and Agribusiness Management Review, 3, 85-94.
Wansink, Brian and SeaBum Park (2000), “Methods and Measures that Profile Heavy Users,” Journal of Advertising Research, 40:4 (July/August), 61-72.
Wansink, Brian, S. Adam Brasel, and Stephen Amjad (2000), “The Mystery of the Cabinet Castaway: Why We Buy Products We Never Use,” Journal of Family and Consumer Science, Vol. 92:1, 104-108.
Wansink, Brian (2000), “New Techniques to Generate Key Marketing Insights,” Marketing Research, (Summer), 28-36.
Academic Appointments
Professor: Dartmouth College (1990-1994)
Vrije Universiteit -- Amsterdam (1994-1995)
Wharton School -- University of Pennsylvania (1995-1997)
University of Illinois at Urbana-Champaign (1997-2005)
INSEAD -- Fountainbleau France (2004-2005)
US Army Research Labs -- Natick, MA (2005-2005)
Cornell University (since 2005)
Education
Ph.D., Stanford University, 1990
M.S., Drake University 1984
B.A., Wayne State College, 1982
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