5Q to Share Is Human: How Sharing Labels Diminish Sharing and Encourage Own Consumption

In recent years, food manufacturers have begun labelling multi-serving packages as meant for sharing. This research shows that sharing labels may ironically encourage consumption and diminish sharing, and this effect is not driven by portion perceptions, but by a perception of human presence that leads to diffusion of consumption responsibility.


Sara Williamson, Lama Lteif, and Ana Valenzuela (2019) ,"5Q to Share Is Human: How Sharing Labels Diminish Sharing and Encourage Own Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 998-998.


Sara Williamson, SUNY Old Westbury, USA
Lama Lteif, University of New Mexico, USA
Ana Valenzuela, Baruch College, USA


NA - Advances in Consumer Research Volume 47 | 2019

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