Effects of product unit image on consumption of snack foods

A. V. Madzharov, L. G. Block

Research output: Contribution to journalArticlepeer-review

114 Citations (SciVal)


Across a series of three studies, we demonstrate that the number of product units displayed on a package biases consumers' perceptions of product quantity (i.e., the number of snack items the package contains) and actual consumption. Specifically, we demonstrate that consumers use an anchoring heuristic to infer that packages that display a greater number of product units (e.g., 15 pretzels vs. 3 pretzels) have a higher product quantity inside. Importantly, we demonstrate that actual consumption of the food product follows this anchor judgment. The studies demonstrate that these effects are moderated by level of visual processing and that they are robust even in the presence of verbal information.

Original languageEnglish
Pages (from-to)398-409
Number of pages12
JournalJournal of Consumer Psychology
Issue number4
Early online date23 Jul 2010
Publication statusPublished - 31 Oct 2010


  • Anchoring
  • Food consumption
  • Packaging

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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