Presentation Title

The Effect of Package Size and Food Type on Consumption

Start Date

November 2016

End Date

November 2016

Location

HUB 269

Type of Presentation

Oral Talk

Abstract

This project aims to study the role that package size plays on an individual's food consumption based on their subjective assessment of the quality of food at hand (i.e. healthy or not). Over the last decade, portion size and product packages have increased significantly and this trend seems to be more prominent for unhealthy food categories with high amounts of sugar and fat. Product characteristics such as package size greatly influences an individuals' purchasing behavior. Consumers perceive that larger package size provides more value compared to smaller size alternatives; increasing the probability of purchase. Furthermore, larger package size seems to promote overeating as individuals take package size as an indicator of the norm of consumption and more importantly, consumers tend to underestimate the amount and the calories within the package. Small package size, also, was found to encourage in self-control. While previous evidence suggests the importance of package size in the consumption realm, it lacks the understanding of the dynamics between package size and the type of food at hand. In order to test our hypothesis, 100 participants took part of an experiment whereby we manipulated the size of the food package (small vs large) and the quality of the food (healthy vs unhealthy). We base our theorization on psychological and consumer behavior research related to hedonic consumption. Our work emphasizes the importance of certain aspects of the product and how they could actually influence consumption.

This document is currently not available here.

Share

COinS
 
Nov 12th, 3:45 PM Nov 12th, 4:00 PM

The Effect of Package Size and Food Type on Consumption

HUB 269

This project aims to study the role that package size plays on an individual's food consumption based on their subjective assessment of the quality of food at hand (i.e. healthy or not). Over the last decade, portion size and product packages have increased significantly and this trend seems to be more prominent for unhealthy food categories with high amounts of sugar and fat. Product characteristics such as package size greatly influences an individuals' purchasing behavior. Consumers perceive that larger package size provides more value compared to smaller size alternatives; increasing the probability of purchase. Furthermore, larger package size seems to promote overeating as individuals take package size as an indicator of the norm of consumption and more importantly, consumers tend to underestimate the amount and the calories within the package. Small package size, also, was found to encourage in self-control. While previous evidence suggests the importance of package size in the consumption realm, it lacks the understanding of the dynamics between package size and the type of food at hand. In order to test our hypothesis, 100 participants took part of an experiment whereby we manipulated the size of the food package (small vs large) and the quality of the food (healthy vs unhealthy). We base our theorization on psychological and consumer behavior research related to hedonic consumption. Our work emphasizes the importance of certain aspects of the product and how they could actually influence consumption.