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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada

Read More

Featured

H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

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.