How Package Design and Packaged-based Marketing Claims Lead to Overeating
How Package Design and Packaged-based Marketing Claims Lead to Overeating
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DOI：
10.1093/aepp/pps028
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发表时间：
2013-03-01
影响因子：
5.8
通讯作者：
Chandon, Pierre
中科院分区：
文献类型：
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作者：
Chandon, Pierre
由于包装在消费者购买和消费的关键时刻到达消费者手中，因此它已成为食品制造商和零售商的重要营销工具。在本文中，我首先回顾了包装上的营销、健康和营养声明是如何制造健康光环的，使食品看起来比实际上更健康，从而导致更高的消费量，但感知到的卡路里摄入量却更低。然后，我展示了包装设计（提示、形状和大小）如何影响人们对数量的感知，并增加了他们对超大包装和看起来比它们小的部分的偏好。最后，我研究了强制性的营养标签，对包装声明的更严格的监管，公众对有意识饮食的推广，以及无意识饮食的推动，在多大程度上可以限制包装对食物感知和偏好的偏见效应。
Because packaging reaches consumers at the critical moments of purchase and consumption, it has become an important marketing tool for food manufacturers and retailers. In this paper, I first review how the marketing, health and nutrition claims made on packaging create health halos that make foods appear healthier than they are, thereby leading to higher consumption yet lower perceived calorie intake. I then show how packaging design (cues, shapes, and sizes) biases peoples perception of quantity and increases their preference for supersized packages and portions that appear smaller than they are. Finally, I examine the extent to which mandatory nutrition labels, stricter regulation of package claims, public promotion of mindful eating, and mindless eating nudges could limit the biasing effects of packaging on food perceptions and preferences.