Packaging Cues That Frame Portion Size: the Case of the Red Potato Chip

In distracting environments, it is easy for people to eat more food than they realize. Segmentation cues – such as marked units within a package – may help improve intake estimation and help reduce total food intake because they 1) call attention to eating, 2) provide a consumption norm, 3) break the eating script by introducing a pause (produce consumption interrupts). A study of young adults who were eating from tubes of potato chips while watching a video showed that the presence of red “indicator chips” improved consumption estimates and reduced intake by 50%. Implications are outlined for dieticians and policy makers.


Brian Wansink, Andrew B. Geier, and Paul Rozin (2009) ,"Packaging Cues That Frame Portion Size: the Case of the Red Potato Chip", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 195-197.


Brian Wansink, Cornell University, USA
Andrew B. Geier, University of Pennsylvania, USA
Paul Rozin, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 36 | 2009

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