17 Pages Posted: 25 Apr 2011
Date Written: April 24, 2011
While research has extensively investigated how portion sizes can influence the quantity of food consumed, relatively little work has been done to explore how bite size influences overall consumption. This research seeks to address this concern. In a field study, we collected data in a restaurant and manipulated bite size by providing diners with small or large forks. We found that diners consumed more from smaller rather than larger forks. Utilizing motivation literature, which tie in to the unique factors present in a restaurant consumption setting (e.g. diners have a well-defined goal of hunger satiation because of which they invest effort by visiting a specific restaurant, choosing from a menu, paying money), we present our rationale for the pattern of results. Moreover, in a controlled lab study we demonstrate that when these factors are absent the pattern of results is reversed.
Keywords: bite size, food consumption, portion size, fork, overconsumption, field study, goals, goal progress, hunger
JEL Classification: C91, M30, M31, M39, D81, C91, D80, D89, J18, E21
Suggested Citation: Suggested Citation
Mishra, Arul and Mishra, Himanshu and Masters, Tamara M., The Influence of Bite-Size on Quantity of Food Consumed: A Field Study (April 24, 2011). Journal of Consumer Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1821783