Guiltless Gluttony: the Asymmetric Effect of Size Labels on Size Perceptions and Consumption

We have proposed and demonstrated that size labels can be used as a semantic heuristic in making size judgments. A series of three laboratory and one field experiments show that size labels influence not only size perception but also actual and perceived consumption; and that their effect is most pronounced under conditions of limited cognitive resources and increased concern for accuracy. Among our results we demonstrate that consumers are more likely to accept a larger item being labeled as small by the marketer compared to a smaller item being labeled as large, an asymmetric effect that we call “guiltless gluttony”.


Aradhna Krishna, Nilufer Z. Aydinoglu, and Brian Wansink (2008) ,"Guiltless Gluttony: the Asymmetric Effect of Size Labels on Size Perceptions and Consumption", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 684-685.


Aradhna Krishna, University of Michigan
Nilufer Z. Aydinoglu, Koc University, Turkey
Brian Wansink, Cornell University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More


Digital Storytelling and Post-Trust Online Sperm Marketing

Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France

Read More


Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

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.