Professor of Marketing
Finalist for 2011 Prix académique de la recherche en management Marketing / Sciences de la décision Syntec
IAF 09/10; IAF 2520424; HMI; Consumer Decision-Making;
Understanding consumer response to product supersizing and downsizing is an important issue for policy makers, consumer researchers and marketers. In three laboratory experiments the authors found that changes in size appear smaller when objects change in all three spatial dimensions (height, width, and length) than when they change in only one dimension.Specifically, they showed that a) size estimations follow an inelastic power function of the actual size of the products; b) size estimations are even less elastic when products change in all three dimensions; and c) the effect of spatial dimensionality is not reduced by making size information available.As a result, consumers expect (and marketers offer) steeper quantity discounts when packages and portions are supersized in 3D than when they are supersized in 1D; when consumers are trying to change dosage, they pour more product into and out of conical containers (e.g., martini glasses, in which volume changes in 3D) than of cylindrical containers (e.g., highball glasses, in which volume changes in 1D only); and consumers are more likely to supersize and less likely to downsize when package and portion sizes change in 1D than when they change in 3D.