Stack It Up Or Spread It Out? the Effects of Vertical Versus Horizontal Plating on Calorie Estimates and Consumption Decisions

Courtney Szocs, Portland State University, USA
Sarah Lefebvre, University of Central Florida, USA
We investigate how visual presentation of food on a plate influences consumers’ portion size perceptions and serving size choices. Four studies show that presenting food vertically (i.e., stacking the food) versus horizontally (i.e., spreading the food across the plate) leads to larger portion size perceptions and larger serving size choices.
[ to cite ]:
Courtney Szocs and Sarah Lefebvre (2015) ,"Stack It Up Or Spread It Out? the Effects of Vertical Versus Horizontal Plating on Calorie Estimates and Consumption Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 707-708.