Using the Product Image "Location Effect" to Help Consumers Control Eating Patterns

Xiaoyan Deng, Ohio State University, USA
Barbara Kahn, University of Miami, USA
Sara Michalski, University of Miami, USA
We hypothesize that consumers who eat by cognitive “rules,” as opposed to eating as a function of hunger, are more likely to overeat when they feel taken care of, for example because of portion-controlled sizes. However, if the marketer can cue the desirability of smaller portions through a perceptual, automatic route rather than through a deliberate claim, overeating should be more controllable. We show that the location of the product imagery, which influences the perceived weight of the product, can be used to automatically cue that the product is more filling and more tasty and hence can encourage eating less.
[ to cite ]:
Xiaoyan Deng, Barbara Kahn, and Sara Michalski (2010) ,"Using the Product Image "Location Effect" to Help Consumers Control Eating Patterns", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 250-253 .