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



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