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Whether Smaller Plates Reduce Consumption Depends on Who's Serving and Who's Looking: A Meta-Analysis

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  • Stephen S. Holden
  • Natalina Zlatevska
  • Chris Dubelaar

Abstract

The literature on whether varying plate size has an effect on consumption is mixed and contradictory. This meta-analysis of 56 studies from 20 papers shows that varying the size of the container holding food (e.g., plate or bowl) has a substantial effect on amount self-served and/or consumed (Cohen's d = .43). More generally, we found a doubling of plate size increased the amount self-served or amount consumed by 41%. Our analysis resolves the various contradictions of past reviews: we found that the plate-size effect had a substantial effect on amount self-served (d = .51) and on amount consumed when the portion was self-served (d = .70) or manipulated along with (confounded with) plate size (d = 48). However, plate size had no effect on amount consumed when the portion size was held constant (d = .03). Overall, plate size had a stronger effect when participants were unaware that they were participating in a food study (d = .76).

Suggested Citation

  • 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.
    • Handle: RePEc:ucp:jacres:doi:10.1086/684441
    DOI: 10.1086/684441
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    Cited by:

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    2. Martin Reimann & Deborah MacInnis & Antoine Bechara, 2016. "Can Smaller Meals Make You Happy? Behavioral, Neurophysiological, and Psychological Insights into Motivating Smaller Portion Choice," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 71-91.
    3. Koert van Ittersum & Brian Wansink, 2016. "The Behavioral Science of Eating: Encouraging Boundary Research That Has Impact," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 5-14.
    4. J. M. Bauer & L. A. Reisch, 2019. "Behavioural Insights and (Un)healthy Dietary Choices: a Review of Current Evidence," Journal of Consumer Policy, Springer, vol. 42(1), pages 3-45, March.
    5. Duckworth, Angela L. & Gross, James J., 2020. "Behavior change," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(S), pages 39-49.
    6. Olivia Petit & Carlos Velasco & Charles Spence, 2018. "Are large portions always bad? Using the Delboeuf illusion on food packaging to nudge consumer behavior," Marketing Letters, Springer, vol. 29(4), pages 435-449, December.
    7. Romain Cadario & Pierre Chandon, 2020. "Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments," Marketing Science, INFORMS, vol. 39(3), pages 465-486, May.
    8. Wansink, Brian & Soman, Dilip & Herbst, Kenneth C., 2017. "Larger partitions lead to larger sales: Divided grocery carts alter purchase norms and increase sales," Journal of Business Research, Elsevier, vol. 75(C), pages 202-209.

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