Sizing up package size effects

Date of this Version


Document Type

Journal Article

Publication Details

Accepted Version.

Zlatevska, N. & Jones, M. Y. (2010). Sizing up package size effects. Advances in Computer Research, 37, 1-6.

Access the publisher's website.

2010 HERDC submission. FoR Code: 150500

© Copyright Association for Consumer Research, 2010


Repackaging food into smaller servings has become a popular strategy among food marketers but recent research surprisingly suggests that smaller packs may lead to more food consumed. The aim of the present research is to explore the usefulness of using smaller package sizes as a tool for monitoring consumption. In particular, we explore this in situations where distractions are present. We find that smaller package sizes are beneficial for dieters, though usage needs to be in circumstances where no distractions are present. In situations where distractions may exist, dieters are better off consuming from traditional larger sized packs.


This document has been peer reviewed.