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.



Citation:

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.

Authors

Kathryn Sharpe, Duke University
Richard Staelin, Duke University
Joel Huber, Duke University



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More

Featured

L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More

Featured

Round It Up: Preference Exists for Rounded Totals (PERT)

Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy

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.