Sizing up the effect of portion size on consumption: A meta-analytic review
Zlatevska, Natalina, Dubelaar, Chris and Holden, Stephen S. 2014, Sizing up the effect of portion size on consumption: A meta-analytic review, Journal of marketing, vol. 78, no. 3, pp. 140-154.
Zlatevska, Natalina
Dubelaar, Chris
Holden, Stephen S.
Journal of marketing
American Marketing Association
consumption norm
unit bias
supersizing
Food marketing is facing increasing challenges in using portion size (e.g., "supersizing") as a marketing tool.Marketers have used portion size to attract customers and encourage purchase, but social agencies areexpressing concern that larger portion sizes encourage greater consumption, which can cause excessiveconsumption and obesity. This article addresses two questions that are central to this debate: (1) How much effectdoes portion size have on consumption? and (2) Are there limits to this effect? A meta-analytic review reveals that,for a doubling of portion size, consumption increases by 35% on average. However, the effect has limits. Anextended analysis shows that the effect of portion size is curvilinear: as portions become increasingly larger, theeffect diminishes. In addition, although the portion-size effect is widespread and robust across a range of individualand environmental factors, the analysis shows that it is weaker among children, women, and overweightindividuals, as well as for nonsnack food items and in contexts in which more attention is given to the food beingeaten.
150506 Marketing Theory
909999 Commercial Services and Tourism not elsewhere classified
C1.1 Refereed article in a scholarly journal
©2014, The American Marketing Association
School of Management and Marketing
2018 ERA Submission
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