Navigation Links
When do consumers try to increase social standing by eating too much?

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
University of Chicago Press Journals

Related medicine news :

1. 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. Helps Consumers Make Informed Decisions About Their Health
8. National Prosthodontics Awareness Week Serves and Educates Consumers About Proper Oral Health Care
9. 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:
(Date:6/24/2016)... ... June 24, 2016 , ... Those who have experienced ... feelings, many turn to unhealthy avenues, such as drug or alcohol abuse, as a ... has released tools for healthy coping following a traumatic event. , Trauma sufferers tend ...
(Date:6/24/2016)... ... 24, 2016 , ... The Pulmonary Hypertension Association (PHA) learned ... receive two significant new grants to support its work to advance research and ... by recognizing patients, medical professionals and scientists for their work in fighting pulmonary ...
(Date:6/24/2016)... CA (PRWEB) , ... June 24, 2016 , ... Comfort ... the American Cancer Society and the Road To Recovery® program to drive cancer patients ... seniors and other adults to ensure the highest quality of life and ongoing independence. ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... ... today at the Clinical Decision Making in Emergency Medicine conference in Ponte Vedra ... authored journal articles published in Emergency Medicine Practice and Pediatric Emergency ...
(Date:6/24/2016)... ... June 24, 2016 , ... ... feeding the Frederick area economy by obtaining investment capital for emerging technology companies. ... 2½ years that have already resulted in more than a million dollars of ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... 2016   Bay Area Lyme Foundation , ... Center for Tick Borne Illness , Harvard Medical ... Hacking Medicine, University of California, Berkeley, and the ... five finalists of Lyme Innovation , the ... 100 scientists, clinicians, researchers, entrepreneurs, and investors from ...
(Date:6/24/2016)... , June 24, 2016 Dehaier Medical Systems ... "Company"), which develops, markets and sells medical devices and ... , signed a strategic cooperation agreement with Hongyuan Supply ... Supply Chain") on June 20, 2016, to develop Dehaier,s ... strategic cooperation agreement, Dehaier will leverage Hongyuan Supply Chain,s ...
(Date:6/24/2016)... 24, 2016   Pulmatrix, Inc ., (NASDAQ: ... inhaled drugs, announced today that it was added to ... its comprehensive set of U.S. and global equity ... an important milestone for Pulmatrix," said Chief Executive Officer ... of our progress in developing drugs for crucial unmet ...
Breaking Medicine Technology: