Food portion labelling impacts consumer intake and price perception

Consumers are willing to pay for food portion sizes based on their label, even when both offer the same quantity.

Researchers from Cornell University tested size perception among consumers by labelling food portions as “half-size” and “regular,” and asking participants to indicate how much they would pay for their meal. Consumers were only willing to pay half as much for their food when it was labelled “half-size” though it was the same size as “regular”.

The researchers found consumers were more willing to pay more for larger portions with names such as “super size”, rather than basing their decision on visual perception.

Read more at Cornell University