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:6/25/2016)... ... ... On Friday, June 10, Van Mitchell, Secretary of the Maryland Department of Health and ... their exemplary accomplishments in worksite health promotion. , The Wellness at Work Awards took ... the BWI Marriott in Linthicum Heights. iHire was one of 42 businesses to receive ...
(Date:6/24/2016)... , ... June 24, 2016 , ... A recent ... most people are unfamiliar with. The article goes on to state that individuals are ... many of these less common operations such as calf and cheek reduction. The Los ...
(Date:6/24/2016)... ... , ... June 19, 2016 is World Sickle Cell Observance Day. In an ... of holistic treatments, Serenity Recovery Center of Marne, Michigan, has issued a ... Cell Disease (SCD) is a disorder of the red blood cells, which can cause ...
(Date:6/24/2016)... ... June 24, 2016 , ... The Pulmonary ... Dallas that it will receive two significant new grants to support its work ... marked its 25th anniversary by recognizing patients, medical professionals and scientists for their ...
(Date:6/24/2016)... San Francisco, CA (PRWEB) , ... June 24, ... ... at CitiDent, is now offering micro-osteoperforation for accelerated orthodontic treatment. Dr. Cheng has ... , self-ligating Damon brackets , AcceleDent, and accelerated osteogenic orthodontics. , ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... , June 24, 2016 ... of the "Structural Electronics 2015-2025: Applications, Technologies, ... In-Mold Electronics, Smart Skin, ... Photovoltaics Structural electronics involves electronic ... load-bearing, protective structures, replacing dumb structures such as ...
(Date:6/24/2016)... Mass. and SAN CLEMENTE, Calif. , ... California -based mobile pulmonary function testing company, is now able ... PFT devices developed by ndd Medical Technologies , Inc. ... testing done in hospital-based labs.  Thanks to ndd,s EasyOne PRO ® ... , can get any needed testing done in the comfort ...
(Date:6/24/2016)... 2016   Pulmatrix, Inc ., (NASDAQ: ... drugs, announced today that it was added to the ... its comprehensive set of U.S. and global equity indexes ... important milestone for Pulmatrix," said Chief Executive Officer ... our progress in developing drugs for crucial unmet medical ...
Breaking Medicine Technology: