Spread or stacked? Vertical versus horizontal food presentation,portion size perceptions,and consumption |
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| Institution: | 1. University of Central Florida, USA;2. Portland State University, USA;1. Departamento de Ingeniería de Diseño y Fabricación, Escuela de Ingeniería y Arquitectura, Universidad de Zaragoza, c/María de Luna 3, C.P. 50018 Zaragoza, Spain;2. Departamento de Estadística, Universidad de Salamanca, c/Espejo 2, C.P. 37007 Salamanca, Spain;3. Bioestatistics Unit-IBSAL, Instituto de Investigación Biomédica de Salamanca, Paseo de San Vicente 58-182, 37007 Salamanca, Spain;1. Imagineering Institute, Anchor 5, Mall of Medini, No. 4, Lebuh Medini Utara, Iskandar-Puteri 79250, Malaysia;2. INSEEC Business School, 19 Quai de Bacalan, 33070 Bordeaux, France;3. Crossmodal Research Laboratory, Department of Experimental Psychology, Tinbergen Building, 9 South Parks Road, Oxford OX1 3UD, UK;4. Department of Marketing, BI Norwegian Business School, Nydalsveien 37, 0484 Oslo, Norway;5. Xperiment, Surrey, UK |
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| Abstract: | This research investigates the unexplored consequences of food presentation on consumers' portion size perceptions and consumption. The findings show that consumers perceive portions as smaller and eat more when foods are presented vertically (i.e., stacked on the plate) versus horizontally (i.e., spread across the plate). The effect of presentation on portion size perceptions occurs because consumers use the surface area of the portion as a heuristic for overall portion size and, for equal volumes of food, portions presented vertically have a smaller surface area. Surface area is used as a heuristic for overall portion size presumably because (1) when looking down at a plate of food on a dining table, the surface area of the portion is more salient than the height and (2) through experience consumers learn that the surface area of the portion is often positively correlated with overall portion size. The results of this research underscore the importance of food presentation and identify viewing angle as a factor to consider when evaluating portion size. |
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