IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v32y2015i2p230-233.html
   My bibliography  Save this article

The partitioning paradox: The big bite around small packages

Author

Listed:
  • Holden, Stephen S.
  • Zlatevska, Natalina

Abstract

We replicate the research of Do Vale et al. (2008) and Scott et al. (2008) showing that the diet-conscious tend to eat more when a portion is broken into multiple smaller partitions than when it is unpartitioned. The results show that the partitioning paradox is clearer when diet-consciousness is manipulated than measured. A meta-analysis reveals that the partitioning paradox among the diet-conscious is a medium size effect, but also that partitioning has an opposite and equal size effect on the non-diet conscious: they eat more from the unpartitioned than the partitioned package.

Suggested Citation

  • Holden, Stephen S. & Zlatevska, Natalina, 2015. "The partitioning paradox: The big bite around small packages," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 230-233.
  • Handle: RePEc:eee:ijrema:v:32:y:2015:i:2:p:230-233
    DOI: 10.1016/j.ijresmar.2015.03.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811615000361
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.ijresmar.2015.03.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rita Coelho do Vale & Rik Pieters & Marcel Zeelenberg, 2008. "Flying under the Radar: Perverse Package Size Effects on Consumption Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 380-390, June.
    2. Maura L. Scott & Stephen M. Nowlis & Naomi Mandel & Andrea C. Morales, 2008. "The Effects of Reduced Food Size and Package Size on the Consumption Behavior of Restrained and Unrestrained Eaters," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 391-405, July.
    3. Oliver, Richard L & Bearden, William O, 1985. "Crossover Effects in the Theory of Reasoned Action: A Moderating Influence Attempt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 324-340, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bui, My (Myla) & Tangari, Andrea Heintz & Haws, Kelly L., 2017. "Can health “halos” extend to food packaging? An investigation into food healthfulness perceptions and serving sizes on consumption decisions," Journal of Business Research, Elsevier, vol. 75(C), pages 221-228.
    2. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    3. Roose, Gudrun & Van Kerckhove, Anneleen & Huyghe, Elke, 2017. "Honey they shrank the food! An integrative study of the impact of food granularity and its operationalization mode on consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 210-220.
    4. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    5. Nguyen Pham & Naomi Mandel & Andrea C. Morales, 2016. "Messages from the Food Police: How Food-Related Warnings Backfire among Dieters," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 175-190.
    6. Stephen S. Holden & Natalina Zlatevska & Chris Dubelaar, 2016. "Whether Smaller Plates Reduce Consumption Depends on Who's Serving and Who's Looking: A Meta-Analysis," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 134-146.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roose, Gudrun & Van Kerckhove, Anneleen & Huyghe, Elke, 2017. "Honey they shrank the food! An integrative study of the impact of food granularity and its operationalization mode on consumption," Journal of Business Research, Elsevier, vol. 75(C), pages 210-220.
    2. Mead, James A. & Richerson, Rob, 2018. "Package color saturation and food healthfulness perceptions," Journal of Business Research, Elsevier, vol. 82(C), pages 10-18.
    3. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    4. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    5. Togawa, Taku & Park, Jaewoo & Ishii, Hiroaki & Deng, Xiaoyan, 2019. "A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions," Journal of Retailing, Elsevier, vol. 95(4), pages 204-218.
    6. Isabelle Chalamon & Lydiane Nabec, 2016. "Why Do We Read On-Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(2), pages 403-429, July.
    7. Jaeho Yang & Bokyeong Kim, 2021. "Guilt and the Consumption of Products with an Unhealthy Image," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    8. Madzharov, Adriana V., 2019. "Self-Control and Touch: When Does Direct Versus Indirect Touch Increase Hedonic Evaluations and Consumption of Food," Journal of Retailing, Elsevier, vol. 95(4), pages 170-185.
    9. Bui, My (Myla) & Tangari, Andrea Heintz & Haws, Kelly L., 2017. "Can health “halos” extend to food packaging? An investigation into food healthfulness perceptions and serving sizes on consumption decisions," Journal of Business Research, Elsevier, vol. 75(C), pages 221-228.
    10. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    11. Fernanda Leão Ramos & Jorge Brantes Ferreira & Angilberto Sabino de Freitas & Juliana Werneck Rodrigues, 2018. "The Effect of Trust in the Intention to Use m-banking," Brazilian Business Review, Fucape Business School, vol. 15(2), pages 175-191, March.
    12. Petschnig, Martin & Heidenreich, Sven & Spieth, Patrick, 2014. "Innovative alternatives take action – Investigating determinants of alternative fuel vehicle adoption," Transportation Research Part A: Policy and Practice, Elsevier, vol. 61(C), pages 68-83.
    13. Chakravarty, Sugato & Dubinsky, Alan, 2005. "Individual investors' reactions to decimalization: Innovation diffusion in financial markets," Journal of Economic Psychology, Elsevier, vol. 26(1), pages 89-103, February.
    14. Peng Shi & Frank Vanclay & Jin Yu, 2022. "Post-Resettlement Support Policies, Psychological Factors, and Farmers’ Homestead Exit Intention and Behavior," Land, MDPI, vol. 11(2), pages 1-22, February.
    15. Myungsook An & Chongho Lee & Yonghwi Noh, 2010. "Risk factors at the travel destination: their impact on air travel satisfaction and repurchase intention," Service Business, Springer;Pan-Pacific Business Association, vol. 4(2), pages 155-166, June.
    16. Jérôme Lacoeuilhe & Selima Ben & Hager Turki & Samy Belaïd, 2017. "Are consumers leaning towards hedonic, symbolic or functional attributes ? Brand benefits scale development and validation in emerging markets: case of Tunisia [Des consommateurs hédonistes, symbol," Post-Print hal-01768093, HAL.
    17. Andrews, Lynda & Bianchi, Constanza, 2013. "Consumer internet purchasing behavior in Chile," Journal of Business Research, Elsevier, vol. 66(10), pages 1791-1799.
    18. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    19. Otterbring, Tobias & Shams, Poja, 2019. "Mirror, mirror, on the menu: Visual reminders of overweight stimulate healthier meal choices," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 177-183.
    20. (Grace) Chae, Boyoun & Yoon, Sangsuk & Baskin, Ernest & (Juliet) Zhu, Rui, 2023. "The lasting smell of temptation: Counteractive effects of indulgent food scents," Journal of Business Research, Elsevier, vol. 155(PA).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:32:y:2015:i:2:p:230-233. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.