The partitioning paradox: The big bite around small packages

Stephen S. Holden and Natalina Zlatevska

International Journal of Research in Marketing, 2015, vol. 32, issue 2, 230-233

Abstract: We replicate the research of Do Vale et al. (2008) and Scott et al. (2008) showing that the diet-conscious tend to eat more when a portion is broken into multiple smaller partitions than when it is unpartitioned. The results show that the partitioning paradox is clearer when diet-consciousness is manipulated than measured. A meta-analysis reveals that the partitioning paradox among the diet-conscious is a medium size effect, but also that partitioning has an opposite and equal size effect on the non-diet conscious: they eat more from the unpartitioned than the partitioned package.

Keywords: Partitioning; Package size; Portion size; Restrained eaters; Food consumption (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:32:y:2015:i:2:p:230-233

DOI: 10.1016/j.ijresmar.2015.03.002

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