Consumers' responses to small portions

Signaling increases savoring and satiation

Charles S. Areni*, Iain Black

*Corresponding author for this work

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

This research examines the savoring or eating behaviors by which consumers are able to adjust their level of satiation to accommodate different portion sizes. Over three experiments, it shows that consumers who receive a smaller number of chocolates than initially expected compensate by eating more slowly (an effect mediated by number of chews) pay more attention to the experience, take longer to rate each chocolate, and show increased levels of satiation, relative to consumers who, while eating, believe they will receive a larger quantity but actually receive the same number of chocolates. This research suggests that communicating the benefits of slowing consumption and savoring ones food, may be a useful tool in reducing the amount of food eaten, as it can be paired with messages highlighting how doing this maintains the utility gained from food in terms of its satiating effect and enjoyment.

Original languageEnglish
Pages (from-to)532-543
Number of pages12
JournalPsychology and Marketing
Volume32
Issue number5
DOIs
Publication statusPublished - 1 May 2015

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