Given the current concerns about overconsumption, understanding consumer response to product supersizing and downsizing is an important issue for policy makers, consumer researchers and marketers. In his upcoming presentation at Concordia, Pierre Chandon, a marketing professor and the director of the INSEAD Social Sciences Research Centre in Paris, will examine how people intuitively estimate volume changes.
Chandon believes that people strongly underestimate size changes, particularly when packages and portions change in multiple spatial dimensions. His research shows that these errors occur because people tend to add the changes in height, width, length in their minds when they should be multiplying. Drawing on these results, Chandon will discuss how marketers manage perceptions of product supersizing and downsizing, which influences how much people use, how much they are willing to pay and what size they tend to prefer.
When: Wednesday, February 27, 2013, at 4 p.m.
Where: Room MB-6.255, John Molson School of Business Building (1450 Guy St.), Sir George Williams Campus
This lecture is presented by the Centre for Multidisciplinary Behaviourial Business Research and the Concordia University Research Chair in Consumer Research. It is free and open to the public.
Related links:
• John Molson School of Business
• Centre for Multidisciplinary Behaviourial Business Research
Feb. 27 - How packaging makes us fat
Pierre Chandon's lecture examines supersizing and downsizing
