Relative vices and absolute virtues: How size labeling affects size preferences for vices and virtues

In the present work, we draw upon construal level theory and appraisal theory to propose a link between two vital elements of consumption that can influence product size preferences: the vice or virtue nature of products and types of size labeling. Three experiments demonstrate that by labeling a vice product with relative size labels (i.e., small/medium/large) and a virtue product with absolute size labels (i.e., ounces), consumer size preferences can be increased. These alignments lead consumers to experience more positive affect generated by imagining the good they are doing for their bodies (with absolute labeling of virtues) or focusing on the positive feelings of indulgence (with relative labeling of vices), leading to larger preferred sizes. Further, these effects are suppressed by increasing the ambiguity of size labeling, with ambiguous size labels leading to size preferences that appear to be based on a compromise effect (i.e., picking the middle size option).