Sizing Up Package Size Effects

Natalina Zlatevska, Bond University, Australia
Marilyn Jones, Bond University, Australia
Repackaging food into smaller servings has become a popular strategy among food marketers but recent research surprisingly suggests that smaller packs may lead to more food consumed. The aim of the present research is to explore the usefulness of using smaller package sizes as a tool for monitoring consumption. In particular, we explore this in situations where distractions are present. We find that smaller package sizes are beneficial for dieters, though usage needs to be in circumstances where no distractions are present. In situations where distractions may exist, dieters are better off consuming from traditional larger sized packs.
[ to cite ]:
Natalina Zlatevska and Marilyn Jones (2010) ,"Sizing Up Package Size Effects", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 649-650 .