The pack size effect: Influence on consumer perceptions of portion sizes

Area of Science:

• Behavioral Economics
• Food Science
• Cross-Cultural Psychology

Background:

• Established 'portion-size effects' and 'pack size effects' influence consumption.
• The impact of pack size on portion size estimation, particularly across cultures, is less understood.
• External cues from packaging may universally affect consumer behavior.

Purpose of the Study:

• To investigate if pack sizes influence portion size estimates universally across different cultures.
• To determine the existence and generalizability of a 'pack size effect' on portion estimation.

Main Methods:

• A cross-cultural study involving 13,177 participants across six European countries.
• Participants estimated portion sizes from digital presentations of various product pack sizes (solid and liquid).
• Three parts assessed portion estimates based on pack size and number of items per portion.

Main Results:

• Consistently larger portion size estimates were found for larger packs compared to smaller packs across all parts and countries.
• Participants estimated larger portions when presented with larger pack sizes (Parts 1 & 2).
• Participants indicated more items constituted a portion when presented with larger packs (Part 3).

Conclusions:

• A general 'pack size effect' on portion size estimation exists across European cultures.
• Larger perceived portions due to pack size cues have significant implications for energy intake.
• This effect may contribute to weight status concerns due to increased consumption.