Don’T Quite Super Size Me: Demand For Portion Sizes and Bundles Based on Menu Format
This research addresses the contextual effect of extremeness aversion. Using fast food and soft drinks as the case study, it demonstrates how consumers have increased their caloric intake even though their intrinsic preference for the different drink sizes has remained the same. With this understanding, we evaluate how firms could reduce caloric consumption associated with soft drinks without major restriction of product choice or increases in the average price paid by the consumers and still maintain profits. We find our approach is superior to, the much discussed and implemented in six states, soft drink tax.
Kathryn Sharpe, Richard Staelin, and Joel Huber (2007) ,"Don’T Quite Super Size Me: Demand For Portion Sizes and Bundles Based on Menu Format", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 647-700.
Kathryn Sharpe, Duke University
Richard Staelin, Duke University
Joel Huber, Duke University
NA - Advances in Consumer Research Volume 34 | 2007
Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption
Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA
Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University