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Related Experiment Video

Updated: May 25, 2026

Errors as a Means of Reducing Impulsive Food Choice

Errors as a Means of Reducing Impulsive Food Choice

Published on: June 5, 2016

Red potato chips: segmentation cues can substantially decrease food intake.

Andrew Geier¹, Brian Wansink, Paul Rozin

¹Department of Psychology, Yale University, USA.

Health Psychology : Official Journal of the Division of Health Psychology, American Psychological Association

|February 8, 2012

Summary

This summary is machine-generated.

Segmenting food packaging with visual cues, like colored chips, significantly reduced potato chip consumption by over 50%. This packaging innovation also improved portion size estimation accuracy.

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Concept Development and Use of an Automated Food Intake and Eating Behavior Assessment Method

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Published on: February 19, 2021

Area of Science:

Consumer Behavior
Food Science
Packaging Engineering

Background:

Portion control is a key strategy for managing food intake.
Current food packaging often lacks features that promote mindful consumption.
Developing scalable packaging solutions is crucial for public health interventions.

Purpose of the Study:

To investigate a scalable food-packaging method to reduce per-occasion food consumption.
To enhance portion size salience and segmentation through packaging design.

Main Methods:

Two studies involved American undergraduates consuming potato chips from tubes.
Participants were divided into control (identical chips) and treatment groups (alternating colored chips at set intervals).
Consumption quantity and estimated consumption were measured.

Main Results:

Chip consumption decreased by over 50% across segmentation intervals in both studies.
No significant difference in consumption reduction was observed between different segmentation frequencies.
Segmentation significantly improved the accuracy of estimating consumed portions.

Conclusions:

Segmented food packaging effectively reduces consumption in studied settings.
Segmentation cues may enhance eating monitoring, suggest smaller portion norms, or interrupt automated eating.
Evidence suggests segmentation prompts better attention and monitoring of food intake.