Rotterdam School of Management (Erasmus University) just released a video on my research with Nailya Ordabayeva, Ulrike Kaiser, Bernd Weber and Pierre Chandon. There is also a great interview of Nailya. This research was recently published in the Journal of Consumer Psychology, you can download it here.
In this research, we show that craving a tasty food, while knowing it’s unhealthy results in a better visual estimation of its portion size. The inner conflict between both desiring food and yet perceiving it as harmful enhances consumers’ visual sensitivity of increases in food portion size. As a result, children and adults who feel conflicted toward a certain food make a more accurate estimation of food quantity. Further, health claims on food packaging can reduce the inner conflict towards food and worsen portion perception.
In this research, we show that craving a tasty food, while knowing it’s unhealthy results in a better visual estimation of its portion size. The inner conflict between both desiring food and yet perceiving it as harmful enhances consumers’ visual sensitivity of increases in food portion size. As a result, children and adults who feel conflicted toward a certain food make a more accurate estimation of food quantity. Further, health claims on food packaging can reduce the inner conflict towards food and worsen portion perception.
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