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The Influence of Bite Size on Quantity of Food Consumed: A Field Study

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  • Arul Mishra
  • Himanshu Mishra
  • Tamara M. Masters

Abstract

While research has extensively investigated how portion sizes can influence the quantity of food consumed, relatively little work has been done to explore how bite size influences overall consumption. This research seeks to address this concern. In a field study, we collected data in a restaurant and manipulated bite size by providing diners with small or large forks. We found that diners consumed more from smaller rather than larger forks. Utilizing motivation literature, which ties into the unique factors present in a restaurant consumption setting (e.g., diners have a well-defined goal of hunger satiation because they invest effort by visiting a specific restaurant, choose from a menu, and pay money for the meal), we present our rationale for the pattern of results. Moreover, in a controlled lab study we demonstrate that when these factors are absent, the pattern of results is reversed.

Suggested Citation

  • Arul Mishra & Himanshu Mishra & Tamara M. Masters, 2012. "The Influence of Bite Size on Quantity of Food Consumed: A Field Study," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 791-795.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660838
    DOI: 10.1086/660838
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    Cited by:

    1. Bellini, Silvia & Cardinali, Maria Grazia & Grandi, Benedetta, 2017. "A structural equation model of impulse buying behaviour in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 164-171.
    2. Hung-Ming Lin & Hui-Yi Lo & Yu-Sung Liao, 2013. "More than just a utensil: The influence of drinking straw size on perceived consumption," Marketing Letters, Springer, vol. 24(4), pages 381-386, December.
    3. Marie-Eve Laporte & Géraldine Michel & Sophie Rieunier, 2017. "Towards a better understanding of eating behaviour through the concept of Perception of Nutritional Risk," Post-Print halshs-02923251, HAL.
    4. Marie-Eve Laporte & Géraldine Michel & Sophie Rieunier, 2015. "Toward a better understanding of eating-behaviour through the concept of Perception of Nutritional Risk [Mieux comprendre les comportements alimentaires grâce au concept de perception du risque nut," Post-Print hal-02054434, HAL.
    5. Bauer, Jan M. & Aarestrup, Simon C. & Hansen, Pelle G. & Reisch, Lucia A., 2022. "Nudging more sustainable grocery purchases: Behavioural innovations in a supermarket setting," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    6. Romain Cadario & Pierre Chandon, 2020. "Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments," Marketing Science, INFORMS, vol. 39(3), pages 465-486, May.
    7. Franklin Bailey Norwood & Glynn Tonsor & Jayson L Lusk, 2019. "I Will Give You My Vote but Not My Money: Preferences for Public versus Private Action in Addressing Social Issues," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 41(1), pages 96-132, March.
    8. J. M. Bauer & L. A. Reisch, 2019. "Behavioural Insights and (Un)healthy Dietary Choices: a Review of Current Evidence," Journal of Consumer Policy, Springer, vol. 42(1), pages 3-45, March.
    9. Hassaan Ahmed & Hadiqa Riaz, 2018. "IImpact of Store Environment on Impulse Buying (A case of International Modern Trade Retailers in Karachi)," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 11(1), pages 57-76, December.
    10. Bublitz, Melissa G. & Peracchio, Laura A. & Andreasen, Alan R. & Kees, Jeremy & Kidwell, Blair & Miller, Elizabeth Gelfand & Motley, Carol M. & Peter, Paula C. & Rajagopal, Priyali & Scott, Maura L. &, 2013. "Promoting positive change: Advancing the food well-being paradigm," Journal of Business Research, Elsevier, vol. 66(8), pages 1211-1218.

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