Topping It Down: Reversing the Unit Bias in Mixed Indulgences

Two studies examine whether consumers’ tendency to eat more of large versus small food portions extend to bundles of vices and virtues and show that the bias is attenuated for perceptually integrated vice-virtue combinations but that it remains robust when the virtue and vice are perceptually separable.


Suresh Ramanathan, Nina Belei, and Scott W. Davis (2014) ,"Topping It Down: Reversing the Unit Bias in Mixed Indulgences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 806-806.


Suresh Ramanathan, Texas A&M University, USA
Nina Belei, Radboud University, Netherlands
Scott W. Davis, Texas A&M University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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