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.



Citation:

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.

Authors

Nailya Ordabayeva, Erasmus University, the Netherlands
Pierre Chandon, INSEAD, France



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

Read More

Featured

Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg

Read More

Featured

Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO

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.