ONE MAN'S TALL IS ANOTHER MAN'S SMALL: HOW THE FRAMING OF PORTION SIZE INFLUENCES FOOD CHOICE
通过实地实验和实验室研究，发现消费者将“大份”或“超大份”等标签视为客观大小信息，而非通过损失厌恶影响选择，且标签名称越大，实际食量越少。
Labels such as 'Large' or 'Super-size' are often used to describe portion sizes. How do these normative labels influence consumer choice and how much they ultimately either consume or waste? Although one might believe that firms use normative labels to impact choice behavior through loss aversion, a field experiment shows consumer's willingness to pay is inconsistent with a loss aversion explanation. Although portions were clearly visible, individuals appeared to use the labels as objective information about their size. Importantly, a second study showed these labels also led people to eat less when food was given a larger sounding name than a smaller name (double vs. regular; regular vs. half-size). If labels are used as size information, policies governing normative names could help reduce food consumption or reduce waste.