RESUMEN

People typically eat more from large portions of food than from small portions. An explanation that has often been given for this so-called portion size effect is that the portion size acts as a social norm and as such communicates how much is appropriate to eat. In this paper, we tested this explanation by examining whether manipulating the relevance of the portion size as a social norm changes the portion size effect, as assessed by prospective consumption decisions. We conducted one pilot experiment and one full experiment in which participants respectively indicated how much they would eat or serve themselves from a given amount of different foods. In the pilot (N = 63), we manipulated normative relevance by allegedly basing the portion size on the behavior of either students of the own university (in-group) or of another university (out-group). In the main experiment (N = 321), we told participants that either a minority or majority of people similar to them approved of the portion size. Results show that in both experiments, participants expected to serve themselves and to eat more from larger than from smaller portions. As expected, however, the portion size effect was less pronounced when the reference portions were allegedly based on the behavior of an out-group (pilot) or approved only by a minority (main experiment). These findings suggest that the portion size indeed provides normative information, because participants were less influenced by it if it communicated the behaviors or values of a less relevant social group. In addition, in the main experiment, the relation between portion size and the expected amount served was partially mediated by the amount that was considered appropriate, suggesting that concerns about eating an appropriate amount indeed play a role in the portion size effect. However, since the portion size effect was weakened but not eliminated by the normative relevance manipulations and since mediation was only partial, other mechanisms may also play a role.

RESUMEN

An increase in the package size of food has been shown to lead to an increase in energy intake from this food, the so-called pack size effect. Previous research has shown that providing diet-concerned individuals with a reminder, or prime, of their dieting goal can help them control their consumption. Here, we investigated if providing such a prime is also effective for reducing the magnitude of the pack size effect. We conducted two experiments in which the cover of a dieting magazine (Experiment 1) and diet-related commercials (Experiment 2) served as diet goal primes. Both experiments had a 2 (pack size: small vs. large) × 2 (prime: diet vs. control) × 2 (dietary restraint: high vs. low) between participants design. We measured expected consumption of four snack foods in Experiment 1 (N = 477), and actual consumption of M&M's in Experiment 2 (N = 224). Results showed that the diet prime reduced the pack size effect for both restrained and unrestrained eaters in Experiment 1 and for restrained eaters only in Experiment 2. Although effect sizes were small, these findings suggest that a diet prime motivates restrained eaters to limit their consumption, and as a result the pack size has less influence on the amount consumed. We discuss limitations of this research as well as potential avenues for further research and theoretical and practical implications.

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RESUMEN

People eat more from large than from small packs, which is known as the pack size effect. We hypothesized that providing a serving size recommendation would reduce the influence of the pack size on consumption and would thus diminish the pack size effect. Moreover, we hypothesized that a pictorial serving size recommendation, displaying food amounts visually, would be more effective than a non-pictorial recommendation that communicates the recommended amount in grams only. We tested these hypotheses in two online experiments (N = 317 and N = 324) and in one lab experiment (N = 89). In the online experiments, participants were shown a small or a large pack of unhealthy snacks, with or without a serving size recommendation. The main outcome measure was expected consumption. Replicating the pack size effect in an online setting, we found that participants expected to consume more food from large than from small packs. Furthermore, the pack size effect was considerably stronger for men than for women. Importantly, when including portion size preferences as a covariate, the pictorial serving size recommendation significantly reduced expected consumption, especially when placed on a large pack, as hypothesized. The non-pictorial serving size recommendation had no effect. In the lab experiment, students received a large bag of M&M's which did or did not contain the pictorial serving size recommendation. We again included general portion size preferences as a covariate. The serving size recommendation significantly lowered the amount of M&M's that participants served themselves, but only when participants reported to have noticed the serving size recommendation. We conclude that providing a pictorial serving size recommendation can be an effective intervention strategy to reduce the pack size effect, if it attracts sufficient attention.

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