MCCHE Convergent Innovation Webinar Series with Tirtha Dhar
Shaping Market-Health Convergence: Role of Narratives on Diet Movements
Tirtha Dhar
Tirtha Dhar is associate Professor at the Department of Marketing and Consumer Studies, College of Business and Economics at the University of Guelph. Prior to joining UOIT in 2013 I worked as an Assistant Professor (Marketing) at the Faculty of Business and Information Technology, University of Ontario Institute of Technology and at Sauder School of Business, University of British Columbia. I am a marketing modeler with interest in both empirical and theoretical modelling with big data. I use tools from economics of industrial organization, econometrics and statistics in my research to address marketing strategies (such as: pricing and advertising decisions to maximize long term profits) and public policy related questions. My research has been published in leading marketing and economics journals and cited in major newspapers in Canada and in the US. In terms of industry expertise I have worked extensively in food, movie, and internet marketing. My PhD is in Agricultural and Resource Economicsfrom the University of Connecticut. After completing PhD I worked as a Post Doctoral Researcher at the Food System Research Group, University of Wisconsin-Madison in Agricultural and Applied Economics.
Abstract
This presentation explores the influential role of public narratives surrounding diet movements in shaping market trends, with a focused examination of the gluten-free movement. As societal conversations around nutrition and health evolve—encompassing diets like veganism, keto, and gluten-free lifestyles—the market responds with a proliferation of tailored products and services. We investigate how these diet narratives originate and spread through media, social platforms, and influencers, transforming consumer preferences and expectations. Using data on the gluten-free movement, we highlight the mechanisms by which narratives influence consumer behavior, drive innovation, and alter competitive landscapes within the food and wellness industries. To analyze these complex nonlinear dynamics, we use structured (new product sales and introductions) and unstructured data (news and views in the media) and utilize unsupervised learning and Empirical Dynamic Modeling (EDM) to
uncover the interrelatedness of market and discourse. EDM overcomes the limitations of traditional parametric models, offering a powerful tool for identifying causal relationships without relying on predefined parameters. By examining the influence of media narrative themes on gluten-free new product sales and introductions, our study demonstrates EDM's superior predictive capabilities and interpretability. Our findings reveal both unidirectional and bi-directional dynamic relationships between media narratives and new product sales, indicating that media narratives significantly influence—and are influenced by—sales. However, we do not observe the same dynamics with new product introductions, suggesting that media
narratives have limited impact on new product introduction decisions. This study contributes to the literature on dieting movements by introducing EDM as a valuable analytical method and offering novel insights into the intricate dynamics between public discourse and diet related product performance.
ABOUT THE SERIES
The Convergent Innovation Webinar Series features cutting edge science, technology and innovation in agriculture, food, environment, education, medicine and other domains of everyday life where grand challenges lie at the convergence of health and economics. Powered by data science, artificial intelligence, and other digital technologies, this disciplinary knowledge bridges with behavioural, social, humanities, business, economics, social, engineering, and complexity sciences to accelerate real-world solution at scale, be it in digital or physical contexts. Initiated in the agri-food domain, the series is now encompassing other grand challenges facing modern and traditional economies and societies, such as ensuring lifelong wellness and resilience at both the individual and population levels.
