Reward Substitution: Incentivizing Consumers to Choose Smaller Portion Sizes

Martin Reimann, University of Arizona, USA
Deborah MacInnis, University of Southern California, USA
Antoine Bechara, University of Southern California, USA
Through several experiments, this research establishes that offering non-food rewards (lottery tickets, toys) bundled with smaller food portions as an alternative to full-portion meals can substantially decrease chosen portion sizes. A neuroimaging study finds that this effect can be explained by a “common reward currency” at the brain level.
[ to cite ]:
Martin Reimann, Deborah MacInnis, and Antoine Bechara (2013) ,"Reward Substitution: Incentivizing Consumers to Choose Smaller Portion Sizes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.