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



Share Proceeding

Featured papers

See More

Featured

Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More

Featured

Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

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.