Are large portions always bad? Using the Delboeuf illusion on food packaging to nudge consumer behavior

Olivia Petit (), Carlos Velasco and Charles Spence
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Olivia Petit: KEDGE Business School
Carlos Velasco: BI Norwegian Business School
Charles Spence: Department of Experimental Psychology

Marketing Letters, 2018, vol. 29, issue 4, No 3, 435-449

Abstract: Abstract Exaggerated portion sizes are generally pictured on the front of product packaging in order to stimulate food craving and encourage consumer purchasing decisions. However, one problem with such images is that they can set inappropriate norms as far as food consumption is concerned and hence result in people serving themselves more than they otherwise might. The research reported here builds on the fact that depicting a food portion in a smaller (vs. larger) container (i.e., plate or bowl) creates the illusion of a larger (vs. smaller) portion, although the actual quantity of food remains the same (this is known as the Delboeuf illusion). Here, we demonstrate in two experiments that by presenting food in a smaller container (thus giving rise to the illusion of a relatively larger portion), participants have higher purchase intentions (study 1) and perceive the food as being more appetizing (study 2) but, crucially, decrease the size of the portion that they serve themselves (studies 1 and 2). Overall, by giving the impression of a larger portion on product packaging, the Delboeuf illusion could potentially be used to nudge consumers to find food more desirable, while at the same time leading them to reduce their serving, thus potentially benefitting both consumers and the food industry.

Keywords: Food packaging; Portion size; Visual illusions; Mental imagery; Embodied self-regulation; Nudge (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11002-018-9473-6

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