Consumers’ responses to small portions: Signaling increases savoring and satiation

Charles Areni , Iain Black

    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 pages11
    JournalPsychology and Marketing
    Volume32
    Issue number5
    DOIs
    Publication statusPublished - Apr 2015

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