Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption

Nİlüfer Z. Aydinoğlu and Aradhna Krishna

Journal of Consumer Research, 2011, vol. 37, issue 6, 1095 - 1112

Abstract: Size labels adopted by food vendors can have a major impact on size judgments and consumption. In forming size judgments, consumers integrate the actual size information from the stimuli with the semantic cue from the size label. Size labels influence not only size perception and actual consumption, they also affect perceived consumption. Size labels can also result in relative perceived size reversals, so that consumers deem a smaller package to be bigger than a larger one. Further, consumers are more likely to believe a label that professes an item to be smaller (vs. larger) in the size range associated with that item. This asymmetric effect of size labels can result in larger consumption without the consumer even being aware of it ("guiltless gluttony").

Date: 2011
References: Add references at CitEc
Citations: View citations in EconPapers (18)

Downloads: (external link)
http://dx.doi.org/10.1086/657557 (application/pdf)
http://dx.doi.org/10.1086/657557 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:doi:10.1086/657557

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().