Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Misunderstood Menu Metrics: Side-Length Food Sizing Leads To Quantity Underestimation And Overeating, Thomas Allard, Stefano Puntoni
Misunderstood Menu Metrics: Side-Length Food Sizing Leads To Quantity Underestimation And Overeating, Thomas Allard, Stefano Puntoni
Research Collection Lee Kong Chian School Of Business
This research highlights consumers' failure to understand food sizing communicated using side-length metrics (e.g., 12-inch pizza, 8-inch cake, 2-inch cookie), which are ubiquitous in menus and online interfaces. A series of studies show that describing food size options using side-length metrics leads to food quantity underestimation and food intakes misaligned with consumers' objectives. This robust effect arises because of a linearization heuristic where people do not adequately adjust for the exponential difference in the surface area associated with linear changes in side-length metrics. Choice architecture interventions that replace side-length information with metrics varying linearly with quantities (e.g., surface area, numbers …
Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon
Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon
Association of Marketing Theory and Practice Proceedings 2021
In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.