Consumers' responses to small portions: Signaling increases savoring and satiation

Abstract

This research examines the savoring or eating behaviors by which consumers are able to adjust their level of satiation to accommodate different portion sizes. Over three experiments it shows that consumers who receive a smaller number of chocolates than initially expectedcompensate by eating more slowly (an effect mediated by number of chews) pay more attention to the experience, take longer to rate each chocolate and show increased levels of satiation, relative to consumers who, while eating, believe they will receive a larger quantity but actually receive the same number of chocolates. This research suggests that communicating the benefits of slowing consumption and savoring ones food, may be a useful tool in reducing the amount of food eaten, as it can be paired with messages highlighting how doing this maintains the utility gained from food in terms of its satiating effect and enjoyment.