Reward Substitution: Incentivizing Consumers to Choose Smaller Portion Sizes

Through several experiments, this research establishes that offering non-food rewards (lottery tickets, toys) bundled with smaller food portions as an alternative to full-portion meals can substantially decrease chosen portion sizes. A neuroimaging study finds that this effect can be explained by a “common reward currency” at the brain level.



Citation:

Martin Reimann, Deborah MacInnis, and Antoine Bechara (2013) ,"Reward Substitution: Incentivizing Consumers to Choose Smaller Portion Sizes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Martin Reimann, University of Arizona, USA
Deborah MacInnis, University of Southern California, USA
Antoine Bechara, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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