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Changing the influence of portion size on consumer behavior via imagined consumption

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  • Petit, Olivia
  • Spence, Charles
  • Velasco, Carlos
  • Woods, Andy T.
  • Cheok, Adrian D.

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.

Suggested Citation

  • Petit, Olivia & Spence, Charles & Velasco, Carlos & Woods, Andy T. & Cheok, Adrian D., 2017. "Changing the influence of portion size on consumer behavior via imagined consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 240-248.
    • Handle: RePEc:eee:jbrese:v:75:y:2017:i:c:p:240-248
    DOI: 10.1016/j.jbusres.2016.07.021
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    References listed on IDEAS

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    1. Jeff Galak & Joseph P. Redden & Justin Kruger, 2009. "Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 575-584, December.
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    Cited by:

    1. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    2. Petit, Olivia & Lunardo, Renaud & Rickard, Bradley, 2020. "Small is beautiful: The role of anticipated food waste in consumers’ avoidance of large packages," Journal of Business Research, Elsevier, vol. 113(C), pages 326-336.
    3. Choi, Kang Jun & Jia, He Michael & Lee, Jae Young & Kim, B. Kyu & Kim, Keunwoo, 2022. "Hedonic myopia: Emphasizing hedonic benefits of non-perishable food makes consumers insensitive to expiration dates in food purchase," Journal of Business Research, Elsevier, vol. 138(C), pages 193-202.
    4. Olivia Petit & Carlos Velasco & Charles Spence, 2018. "Are large portions always bad? Using the Delboeuf illusion on food packaging to nudge consumer behavior," Marketing Letters, Springer, vol. 29(4), pages 435-449, December.
    5. Petit, Olivia & Javornik, Ana & Velasco, Carlos, 2022. "We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies," Journal of Retailing, Elsevier, vol. 98(2), pages 277-293.
    6. Yoganathan, Vignesh & Osburg, Victoria-Sophie & Akhtar, Pervaiz, 2019. "Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands," Journal of Business Research, Elsevier, vol. 96(C), pages 386-396.

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