Note: analysis based on my Behavioral Orchestration and Analysis framework explained here.
Hollands, GJ, Shemilt, I, Marteau, TM, Jebb, SA, Lewis, HB, Wei, Y, Higgins, J & Ogilvie, D 2015, ‘Portion, package or tableware size for changing selection and consumption of food, alcohol and tobacco’, Cochrane Database of Systematic Reviews, vol. 9, viewed 24 March 2016
Meta-analysis of 72 studies that reviews how size of portions, packaging and receptacles influence the maount of food consumed, from a public health policy perspective.
Contextual persuasion and copy elements
- Priming effects: when first seeing the portion/container, the human barin already adapts its expectations.
Choice ergonomics and usability; user experience
- Default effects at work: the size used is the default size people will target, unless way too small or way too large. This works for portions, packaging, but also tableware.
From the review:
This review found that people consistently consume more food and drink when offered larger-sized portions, packages or tableware than when offered smaller-sized versions. This suggests that policies and practices that successfully reduce the size, availability and appeal of larger-sized portions, packages, individual units and tableware can contribute to meaningful reductions in the quantities of food (including non-alcoholic beverages) people select and consume in the immediate and short term.
Great meta-analysis. Results well-known and not surprising, but important to highlight because they make the power of defaults and priming effects very clear.