Effects of Product Unit Image on Consumption of Snack Foods

Across a series of three studies, the authors demonstrate that the number of product units displayed on a package biases consumers’ perceptions of package size, serving size and actual consumption. Specifically, consumers use an anchoring heuristic to infer that packages with a greater number of units displayed on them (e.g., 7 cookies vs. 4 cookies) have a larger size. The authors also show that consumers anchor on this arbitrary image, and use it to estimate how large an individual serving size is. Importantly, the authors demonstrate that actual consumption of the food product follows this anchor judgment.


Adriana Madzharov and Lauren Block (2011) ,"Effects of Product Unit Image on Consumption of Snack Foods", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 481.


Adriana Madzharov, Baruch College
Lauren Block, Baruch College


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More


Data-Driven Computational Brand Perception

Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA

Read More


L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.