Supersize on a Diet? Well, Yeah, You Can Do That

Imagine this.  You don't have to give up supersizing to lose weight.

Now, let's be clear.  We're not talking here about cheese fries and giant lattes, but splurging on a larger bag of baby carrots.  Seems consumers -- even those trying to eat healthy or lose weight -- are inevitably attracted, like moths to a flame, to anything boasting "supersized."

“We know the health implications of a giant latte or supersized fries, so a little justification through feeling financially savvy and saving money makes us feel better about our decision and increases consumption,” quotes Vanderbilt marketing researcher Kelly L. Haws.

You see, we still want to feel we're getting our money's worth, even though we can't buy the fries or the lattes or the two pound bags of M&Ms for $5.

But new research by Haws and co-author Karen Winterich found that consumers may be just as willing to buy healthy food if they feel they’re still getting a deal.
“One of the studies in our research paper shows similar ‘supersizing’ effects happening with the purchase of baby carrots. Consumers are very attracted to deals in general and saving money per unit is very appealing to us, even when the deal is a larger bag of baby carrots,” said Haws at newswise.
Haws found that by feeding into consumers’ desire to get a bargain, "the same economic 'supersizing' mindset that leads to dangerously unhealthy choices could help some people with healthier options as well," according to newswise.
“There’s no question in my mind we would get many more consumers to choose the smaller entree size if the price were exactly proportional to the size of food that they’re receiving,” said Haws.
Now, if you feel you're being cheated on taste, well, sorry.  We can't help you with that.


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