Guiltless Gluttony : The Asymmetric Effect of Size Labels on Size Perceptions and Consumption

Size labels used by food suppliers can have a significant impact on size judgment and consumption. When forming a size decision, the consumer integrates the actual size information from the stimulus with the semantic prompt from the size tag. Dimension labels affect not only size recognition and actual consumption, but also perceived consumption. Consumers also believe that smaller packages are larger than large packages, as dimension labels can also cause reversal of relatively perceived size. In addition, consumers are more likely to believe that the item's label is small (relatively large) within the size limits associated with the project. This asymmetric effect of size labels can lead to more consumption, but it is not so ... Read More

But will asymmetric size label effect increase consumption? In other words, if large foods are marked as "small" rather than marked as "medium", will people consume more? Furthermore, for the same amount of food, is people's view on consumer influenced by the use of different labels? Next, we will explore these problems by using the second phase of data collection and focusing on larger size nut packs (60). Hypothesis 3 shows that when large size packages are marked small (relatively large), consumption is reduced. You can examine this direction prediction of perceived consumption while maintaining actual consumption. However, since actual consumption differs in this survey, we calculated indicators to control actual consumption for direction prediction (see Raghubir and Krishna for similar adjustments). Calculate perceived consumption error.

In this study, we tested the asymmetric effect of size labeling on the perceived size (hypothesis 2) again, but also tested perceptual consumption recognition (hypothesis 3) by perceptual scale (hypothesis 4) and actual consumption (hypothesis). Its effect 5) mediated by perceived consumption (hypothesis 6). In order to make some changes to the stimulus I used the same experimental design method as study 1. The design is a mix design of 2 ("size label": consistency, contradiction) × 2 (actual weight in package: 50 or 60 nuts), the first element is operated between subjects, the second is I will enter the subject and operate. 82 students from European universities participated in the experiment as part of the subject pool

To verify hypothesis 4, the effect of size tag on perception of consumption is regulated by perception of size and follows the approach of Baron and Kenny (1986). (1) the size tag has a great influence on the perceived consumption (see the result of the perceived consumption error reported earlier), (2) the scale label is proposed to the mediator variable, perceived size (3) When the analysis uses the proposed mediator variable as a covariate, the effect of the size tag on perceived consumption is no longer significant and the effect of the mediator variable is significant. For the final analysis we performed ANCOVA where perceived consumption error is used as a dependent variable, size label is used as an independent variable, perception size is used as a covariate.