Packaging Cues That Frame Portion Size: the Case of the Red Potato Chip

Brian Wansink, Cornell University, USA
Andrew B. Geier, University of Pennsylvania, USA
Paul Rozin, University of Pennsylvania, USA
In distracting environments, it is easy for people to eat more food than they realize. Segmentation cues – such as marked units within a package – may help improve intake estimation and help reduce total food intake because they 1) call attention to eating, 2) provide a consumption norm, 3) break the eating script by introducing a pause (produce consumption interrupts). A study of young adults who were eating from tubes of potato chips while watching a video showed that the presence of red “indicator chips” improved consumption estimates and reduced intake by 50%. Implications are outlined for dieticians and policy makers.
[ to cite ]:
Brian Wansink, Andrew B. Geier, and Paul Rozin (2009) ,"Packaging Cues That Frame Portion Size: the Case of the Red Potato Chip", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 195-197.