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

['Chaiken, Shelly, Akiva Liberman, and Alice H. Eagly (1989), "Conspiracy heuristic and systematic information processing at home and abroad", "unconscious thinking", editing. James S. Uleman of New York and John A. Bargh: Guildford. ']

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

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