 Changing the influence of portion size on consumer behavior via imagined consumptionOlivia Petit, Charles Spence, Carlos Velasco, Andy T. Woods and Adrian D. Cheok Journal of Business Research, 2017, vol. 75, issue C, 240-248 Abstract: A portion of food is usually considered as the norm for consumption. Due to the portion size effect, people tend to eat more when they are served a larger, as opposed to a smaller, portion. Here, spontaneous simulations of the experience of eating a portion of food by consumers (i.e., simulated eating) helped to reduce this portion size effect. Those participants who reported more eating simulations selected a smaller percentage of food from the very large portion. However, the quantity of food selected from this very large portion was nevertheless still larger than from the medium portion. Thus, simulated eating reduced but did not eliminate entirely the portion size effect. However, when the participants were encouraged to deliberatively imagine the sensory experiences associated with eating a portion of food (imagined eating), initial portion size no longer influenced the amount of food selected. Potential implications of these results for the consumer, for the food industry, and for public health are discussed. Keywords: Food consumption; Social marketing; Portion size; Eating simulations; Packaging; Obesity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:75:y:2017:i:c:p:240-248 DOI: 10.1016/j.jbusres.2016.07.021 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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