Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption

Nİlüfer Z. Aydinoğlu, Aradhna Krishna
2011 Journal of Consumer Research  
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
more » ... re 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").
doi:10.1086/657557 fatcat:hntit6ine5bwvjfcw77bhmeuka