Increasing Serving-Size Increases Amount Consumed: a Catch-22

Natalina Zlatevska, Bond University, Australia
Chris Dubelaar, Bond University, Australia
Stephen Holden, Bond University, Australia
The present research uses a meta-analysis to quantify the effect of serving-size on amount consumed and to test two alternate views for why the effect occurs. The influence of serving-size on consumption volume as a perceptual effect is compared to the effect as a function of a unit-bias.
[ to cite ]:
Natalina Zlatevska, Chris Dubelaar, and Stephen Holden (2012) ,"Increasing Serving-Size Increases Amount Consumed: a Catch-22", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 843-844.