Dr. Peggy Liu will be presenting a recent paper:
“Choosing Larger Food Portion Sizes for Others”
ABSTRACT
Consumers often choose portion sizes of food for others—including romantic partners, friends, and children. Across eight studies, the authors show that consumers choose larger portion sizes for others, compared to the portion sizes that consumers choose for themselves, the portion sizes that consumers predict others want to eat, and the portion sizes that others want to receive. Moreover, the authors show that one reason consumers choose larger portion sizes for others is because consumers aim to convey warmth via larger portion sizes. The tendency to choose larger portion sizes for others is mitigated when consumers focus on addressing alternative concerns besides conveying warmth, such as when addressing fairness concerns (e.g., wanting to ensure enough food for multiple others) or when addressing health concerns for others (e.g., choosing portion sizes of unhealthy food for dieting adults or for one’s young children). Ironically, however, choosing larger portion sizes for others (vs. for self) does not actually convey greater warmth to recipients. Thus, the authors suggest that consumers’ tendency to choose larger portion sizes for others may mainly have negative consumer and societal well-being implications, to the extent that receiving larger portion sizes might lead to overeating and/or food waste.
BIOGRAPHY:
Peggy J. Liu, Ph.D., is Ben L. Fryrear Chair in Marketing and Associate Professor of Business Administration at the University of Pittsburgh’s Joseph M. Katz Graduate School of Business.
Professor Liu’s research expertise is consumer behavior, with a focus on the health and social domains. Her research has been published in top marketing, management, and psychology journals, such as Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science, Journal of Consumer Psychology, Organizational Behavior & Human Decision Processes, Journal of Personality & Social Psychology, and Personality & Social Psychology Bulletin. She has also published extensively in public health and medical journals.
Details:
Type: In Person
Time: Friday March 29, 2024 from 1:30 to 3:00 PM
Location: Room 2125 (Ivey Business School)
REGISTRATION CLOSED