Cutting Calories: The Preference for Lower Caloric Density Versus Smaller Quantities Among Restrained and Unrestrained Eaters. (October 2020)

• Record Type: Journal Article
• Authors: Liu, Peggy J.; Haws, Kelly L.
• Is Part Of: JMR, Journal of marketing research. Volume 57:Number 5(2020)
• Page Start: 948
• Page End: 965
• Publication Date: 2020-10
• Subjects: calories -- dietary restraint -- healthiness -- portion size -- substitution; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/0022243720949163
• Languages: English
• ISSNs: 0022-2437

Abstract

The marketplace includes many attractive high-calorie indulgent food offerings. Despite their appeal, consumers may often be prompted to consider lower-calorie-package offerings instead (e.g., 100-calorie packs). The question thus arises: What predicts consumers' preferences between different kinds of lower-calorie offerings? The authors conceptualize two different routes to lower-calorie versions of indulgent foods: a lower-caloric-density version (e.g., baked potato chips) or a smaller-portion-size version (e.g., a smaller bag of potato chips). The authors examine how such versions are differentially preferred and why, focusing on the key role of dietary restraint. The authors show that as dietary restraint increases, the preference for a lower-calorie version created via lower caloric density (vs. a smaller portion size) increases. Differential weights placed on health and fullness goals help explain differing preferences across dietary restraint (as the lower-caloric-density version is perceived as healthier and more filling, albeit less tasty, than the smaller-portion-size version). This framework offers theoretical implications for understanding two routes to cutting calories, practical implications for food marketers, and methodological implications for studying food choices.