Perimeter, Surface Area, and Volume: Why Consumers Underestimate Package and Portion Size Change and How to Help Them
Past research showed that larger packages and portions lead to overeating because consumers grossly underestimate size changes. We show that this happens because people add instead of multiplying the changes in each of the three dimensions. Hence, a linearization of the estimation object (by decreasing the dimensionality of size change from 3D to 2D to 1D) and a linearization of the estimation process (by asking people to estimate each dimension) improve the accuracy of size estimations and nudge consumers towards healthier food choices.
Nailya Ordabayeva and Pierre Chandon (2011) ,"Perimeter, Surface Area, and Volume: Why Consumers Underestimate Package and Portion Size Change and How to Help Them", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 621-623.
Nailya Ordabayeva, Erasmus University, the Netherlands
Pierre Chandon, INSEAD, France
E - European Advances in Consumer Research Volume 9 | 2011
Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases
Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, USA
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff