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The partitioning paradox: The big bite around small packages

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  • Holden, Stephen S.
  • Zlatevska, Natalina

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.

Suggested Citation

  • Holden, Stephen S. & Zlatevska, Natalina, 2015. "The partitioning paradox: The big bite around small packages," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 230-233.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:2:p:230-233
    DOI: 10.1016/j.ijresmar.2015.03.002
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    References listed on IDEAS

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    1. Maura L. Scott & Stephen M. Nowlis & Naomi Mandel & Andrea C. Morales, 2008. "The Effects of Reduced Food Size and Package Size on the Consumption Behavior of Restrained and Unrestrained Eaters," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 391-405, July.
    2. Oliver, Richard L & Bearden, William O, 1985. "Crossover Effects in the Theory of Reasoned Action: A Moderating Influence Attempt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 324-340, December.
    3. Rita Coelho do Vale & Rik Pieters & Marcel Zeelenberg, 2008. "Flying under the Radar: Perverse Package Size Effects on Consumption Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 380-390, June.
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    2. Bui, My (Myla) & Tangari, Andrea Heintz & Haws, Kelly L., 2017. "Can health “halos” extend to food packaging? An investigation into food healthfulness perceptions and serving sizes on consumption decisions," Journal of Business Research, Elsevier, vol. 75(C), pages 221-228.
    3. Nguyen Pham & Naomi Mandel & Andrea C. Morales, 2016. "Messages from the Food Police: How Food-Related Warnings Backfire among Dieters," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 175-190.
    4. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    5. Stephen S. Holden & Natalina Zlatevska & Chris Dubelaar, 2016. "Whether Smaller Plates Reduce Consumption Depends on Who's Serving and Who's Looking: A Meta-Analysis," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 134-146.
    6. Roose, Gudrun & Van Kerckhove, Anneleen & Huyghe, Elke, 2017. "Honey they shrank the food! An integrative study of the impact of food granularity and its operationalization mode on consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 210-220.

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