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

Abstract: Obesity is now regarded as one of the main public challenges of our era. There is a general consensus that the increase in food ingredients is a factor in the prevalence of obesity in the United States. The standard part of the federal government's definition is much smaller than what the public normally consumes. This difference makes it difficult to correlate the amount they eat with the recommended amount and leads to uncertainty about proper consumption. In the context of most dimensions and uncertainty of reasonable size it is recommended that manufacturers choose a size label to be used for their food products to have a major impact on consumer purchasing and consumption behavior . The basic conceptual problem we raised in this survey is "How do people integrate various clues to form scale judgment?" It stimulates its own visual cues, hints of meaning in the form of size tag (and other written information), and after consumption. In addition, the information from these multiple sources may be inconsistent. For example, in the context of "small" in the context of similar products within a category, the marketer (intentionally) can mark the product as "large" and vice versa. I investigated how much people depend on visual size and size labels when creating size estimates that affect actual consumption. We use the heuristic system model (HSM) of the information processing paradigm as a framework for interpreting this information integration. This model proposes information processing in two different modes. System processing (with more comprehensive and analytical instructions) and heuristic processing (with more limited, less laborious instructions)

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Based on the 2 process model, we recommend that size labels may have a significant impact on size determination in the daily consumer environment. Size labels are not easy to evaluate compared to sensual cues (there are cases where considerable effort is required for proper interpretation), which can have a significant impact on size judgment. Specifically, we propose an asymmetric impact of size labels on size estimates and related consumer behavior. Chandon and Wansink (2007b) shows that under the 'rule of thumb' (Stevens 1986), underestimation of meals is higher than overestimation of small meals. Marking large ones incorrectly as small makes it possible for consumers to consume without sin - we call it "innocence and greed" - this is perceived as actual consumption It may affect consumption

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