Navigation Links
When do consumers try to increase social standing by eating too much?
Date:10/21/2011

Consumers who feel powerless will choose larger size food portions in an attempt to gain status, according to a new study in the Journal of Consumer Research. But there is hope for convincing them that a Big Gulp won't translate to higher ranking.

"An ongoing trend in food consumption is consumers' tendency to eat more and more," write authors David Dubois (HEC Paris), Derek D. Rucker, and Adam D. Galinsky (both Northwestern University). "Even more worrisome, the increase in food consumption is particularly prevalent among vulnerable populations such as lower socioeconomic status consumers."

Many cultural norms associate larger products with greater statusfor instance, the size of a vehicle, house, or TV. The authors tested whether or not consumers used the size of food products to express their status. "Because vulnerable consumers are prone to express their status in order to compensate for their undesirable position and respond to daily threats, this research further proposes that the tendency to use the size of food options within an assortment will be particularly strong among those consumers who feel powerless," the authors write.

In one of the authors' experiments, they confirmed that consumers equate larger sizes of food options with greater status. For example, participants perceived that consumers who chose a large coffee had more status than someone who chose medium or small, even when the price was the same.

In other experiments, powerless consumers chose larger pieces of bagels than baseline participants. And the authors found that participants chose larger smoothies when they were at a social event than when they were alone.

But there is hope for our expanding waistlines, according to the authors. When powerless participants in one study were told that smaller hors d'oeuvres were served at prestigious events, they chose smaller items that had fewer calories.

"Understanding and monitoring the size-to-status relationship of food options within an assortment is an important tool at the disposal of policy makers to effectively fight against overconsumption," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. NationalCreditReport.com Reminds Consumers of Ways to Improve Credit Report and Score in 2010
2. Helping Turn "WannabeWELLS" into Wise Consumers
3. CIBA VISION Partners with TLC's Carmindy to Educate Consumers About Healthy Eye Habits
4. Ongoing Toyota Recall Holds Serious Liability Implications For Manufacturer, but Consumers Must Be Protected, Says Texas Attorney Brad T. Wyly
5. Buy HGH Website Educates Consumers on the Pros and Cons of Human Growth Hormone Supplements
6. Latest quality and purity specifications for food ingredients help protect consumers
7. MeTheDoctor.com Helps Consumers Make Informed Decisions About Their Health
8. National Prosthodontics Awareness Week Serves and Educates Consumers About Proper Oral Health Care
9. AttackMedicalBills.com Fights Medical Bill And Health Insurance Processing Errors For Consumers
10. Oransi Opens Online Store Connecting Consumers with the Best New Green Cleaning Products
11. IN Pet Supplements Face Challenges in New China Market as Imitation Products Continue to Baffle Consumers
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:4/30/2016)... (PRWEB) , ... April 30, 2016 , ... ... celebrate the profession and recognize veterinarians’ global impact on public health. The World ... theme each year, and this year have selected continuing education with a One ...
(Date:4/30/2016)... ... April 30, 2016 , ... ... 4th, 2016 questioned the use of the HyProCure sinus tarsi implant. ( ... procedure.” EOTTS-HyProCure is a minimally invasive procedure performed, when indicated, to correct ...
(Date:4/30/2016)... ... 30, 2016 , ... Orlando-based Maximized Living has selected Dr. Nick Wilson of ... Under the care of Maximized Living doctors at the London Olympics in 2012, ... Living is sending the largest contingent of elite chiropractors to Rio to support and ...
(Date:4/29/2016)... New York (PRWEB) , ... April 30, 2016 , ... ... Dobbs Ferry campus. The following programs will be expanding due to high demand: ... (HRM). The expansion will begin this summer. , School of Business ...
(Date:4/29/2016)... ... April 29, 2016 , ... Since ... the national charitable foundation serving the footwear industry, has broken all previous participation ... than 130 companies across 23 states during the months of April and May, ...
Breaking Medicine News(10 mins):
(Date:4/27/2016)... New York , April 27, 2016 ... market report titled, "Skincare Devices Market - Global Industry ... 2023." According to the report, the global skincare devices ... and is anticipated to expand at a CAGR of ... Mn in 2023. Browse the full Skincare Devices ...
(Date:4/27/2016)... April 27, 2016 Shire plc (LSE: ... Poulton , Chief Financial Officer, will present at the Deutsche ... MA on Wednesday, May 04, 2016, 10:00 am ... be available on the Presentations and Webcasts section of Shire,s ... the webcast will be available on this same website for ...
(Date:4/27/2016)... 2016 The global  gamma ... billion by 2022, according to a new report ... towards a healthy lifestyle is expected to drive ...      (Logo: http://photos.prnewswire.com/prnh/20150105/723757 ) , ... health treatment expenditure has urged consumers to switch ...
Breaking Medicine Technology: