Effects of product unit image on consumption of snack foods |
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| Institution: | 1. Vanderbilt University, 401 21st Avenue South, Nashville, TN 37203, United States;2. Simon Fraser University, 500 Granville Street, Vancouver, BC, V6C 1W6, Canada;3. University of Minnesota, 321 19th Ave S., Suite 3-161, Minneapolis, MN 55455, United States;1. INSEAD, Boulevard de Constance, Fontainebleau 77305, France;2. Rotterdam School of Management, Erasmus University, Burgemeester Oudlaan 50, Rotterdam 3062PA, The Netherlands;3. Nutrition Research at the Research Institute of Child Nutrition Dortmund, Heinstück 11, D-44225 Dortmund, Germany;4. Life & Brain Center, University of Bonn, Sigmund-Freud-Straße 25, 53105 Bonn, Germany;5. Institute of Cardiometabolism and Nutrition, 91 boulevard de l''Hôpital, Paris 75013, France;1. University of Houston, Bauer College of Business, 334 Melcher Hall, Houston, TX 77204, USA;2. E. J. Ourso College of Business, Louisiana State University, USA;3. Carroll School of Management, Boston College, Fulton Hall 450D, 140 Commonwealth Ave, Chestnut Hill, MA 02467, USA |
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| Abstract: | Across a series of three studies, we demonstrate that the number of product units displayed on a package biases consumers' perceptions of product quantity (i.e., the number of snack items the package contains) and actual consumption. Specifically, we demonstrate that consumers use an anchoring heuristic to infer that packages that display a greater number of product units (e.g., 15 pretzels vs. 3 pretzels) have a higher product quantity inside. Importantly, we demonstrate that actual consumption of the food product follows this anchor judgment. The studies demonstrate that these effects are moderated by level of visual processing and that they are robust even in the presence of verbal information. |
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