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
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
Digital Storytelling and Post-Trust Online Sperm Marketing
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France
Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents
Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München