The Fixed Unit Effect: When Size Does Not Matter, But Number of Units Does

We introduce the fixed-unit effect (FUE). Eight studies with a variety of foods (e.g., pizza, pastries, snack crackers), demonstrate that consumers eat a fixed number of units (e.g., two slices of pizza) regardless of unit size when eating with others. Consuming alone and eating healthy foods attenuates the effect.



Citation:

Myla Bui, Brennan Davis, Collin Payne, and Maura Scott (2016) ,"The Fixed Unit Effect: When Size Does Not Matter, But Number of Units Does", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 404-404.

Authors

Myla Bui, Loyola Marymount University,USA
Brennan Davis, Caifonia Polytecnic University, USA
Collin Payne, New Mexico State University, USA
Maura Scott, Florida State University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making

Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium

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.