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首页> 外文期刊>Journal of Business Research >Spread or stacked? Vertical versus horizontal food presentation, portion size perceptions, and consumption
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Spread or stacked? Vertical versus horizontal food presentation, portion size perceptions, and consumption

机译：散布还是堆叠？垂直和水平食品展示，份量大小感知和消费

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This research investigates the unexplored consequences of food presentation on consumers' portion size perceptions and consumption. The findings show that consumers perceive portions as smaller and eat more when foods are presented vertically (i.e., stacked on the plate) versus horizontally (i.e., spread across the plate). The effect of presentation on portion size perceptions occurs because consumers use the surface area of the portion as a heuristic for overall portion size and, for equal volumes of food, portions presented vertically have a smaller surface area. Surface area is used as a heuristic for overall portion size presumably because (1) when looking down at a plate of food on a dining table, the surface area of the portion is more salient than the height and (2) through experience consumers learn that the surface area of the portion is often positively correlated with overall portion size. The results of this research underscore the importance of food presentation and identify viewing angle as a factor to consider when evaluating portion size. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究调查了食物展示方式对消费者对份量大小的感知和消费的未探索后果。研究结果表明，当食物垂直放置（即堆叠在盘子上）而不是水平放置（即分布在盘子上）时，消费者认为食物的份量较小，吃的更多。由于消费者使用该部分的表面积作为总部分大小的试探法，并且对于等体积的食物，垂直呈现的部分具有较小的表面积，因此出现了对部分尺寸的感知的影响。表面积被用作总部分大小的一种启发法，大概是因为（1）当向下看餐桌上的一盘食物时，该部分的表面积比高度更显着，并且（2）通过经验消费者了解到该部分的表面积通常与整个部分的尺寸呈正相关。这项研究的结果强调了食物展示的重要性，并确定视角是评估份量时要考虑的因素。 （C）2016 Elsevier Inc.保留所有权利。

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