Sizing Up Package Size Effects

Repackaging food into smaller servings has become a popular strategy among food marketers but recent research surprisingly suggests that smaller packs may lead to more food consumed. The aim of the present research is to explore the usefulness of using smaller package sizes as a tool for monitoring consumption. In particular, we explore this in situations where distractions are present. We find that smaller package sizes are beneficial for dieters, though usage needs to be in circumstances where no distractions are present. In situations where distractions may exist, dieters are better off consuming from traditional larger sized packs.


Natalina Zlatevska and Marilyn Jones (2010) ,"Sizing Up Package Size Effects", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 649-650 .


Natalina Zlatevska, Bond University, Australia
Marilyn Jones, Bond University, Australia


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More


B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More


Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France

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.