Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption
Year: 2010
Type: article
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”).
Source: Journal of Consumer Research
DOI: 10.1086/657557
Authors: Nİlüfer Z. Aydinoğlu, Aradhna Krishna
Institutions: Koç University, University of Michigan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2163138500