Presented By
Dr Natalina Zlatevska,
Dr Chris Dubelaar &
Dr Stephen Holden
School of Business (Marketing)
Bond University

Abstract
Are you being super-sized unwittingly? Just as the modern world faces a growing obesity problem, serving sizes have been growing. For instance, Coca Cola's original curved bottle contained just 190ml, the modern individual-serve equivalents contain 300ml to 500ml. Americans notoriously serve up "entrees" (their name for the main course) that make Australian mains look like appetisers. Popcorn and drink containers in cinemas are more akin to buckets. Coincidence - or is there a relationship?

There is much research that shows that serving size has an effect on how much people eat. “How big is that effect?” is the question that is answered in this session. In a metaanalysis examining some 30 papers and nearly 100 individual examinations of this effect, we look at factors that moderate and otherwise affect this effect. We will also consider - albeit briefly - whether marketers are doing this wilfully to entrap consumers or whether they are simply responding to the wants of consumers. More importantly, we are able to present clear implications for how consumers might control their weight. In short, if you are offered the 'super-size' option - just say 'No'

When

14 October 2011
12:00pm - 1:00pm

Where

University Centre, BLD 06_04_03
Bond University

Contact Information

Doreen Taylor
Research Program Advisor
Faculty of Business
Telephone: +61 7 5595 0213