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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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