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

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