包裝無(wú)小事。歐洲工商管理學(xué)院市場(chǎng)學(xué)教授Pierre Chandon及該校博士Nailya Ordabayeva發(fā)現(xiàn)，改變食品的包裝或分裝形式，將對(duì)最終的消費(fèi)產(chǎn)生驚人的影響。

　　通常，消費(fèi)者傾向于購(gòu)買大包裝產(chǎn)品，認(rèn)為其性價(jià)比最高。然而，這將導(dǎo)致進(jìn)食過(guò)量，甚至是肥胖癥。因?yàn)槲覀兠鎸?duì)大包裝食品時(shí)，往往會(huì)忘記節(jié)制，低估自己的消費(fèi)量。

　　不過(guò)，不是所有的大包裝都會(huì)引起消費(fèi)者注意。據(jù)他們的研究，如果包裝的長(zhǎng)、寬、高三個(gè)維度同時(shí)增加26%，消費(fèi)者反而會(huì)忽視；當(dāng)僅僅增加長(zhǎng)、寬、高中的一個(gè)維度時(shí)，卻會(huì)取得較好的效果。

　　他們建議，為了消費(fèi)者的健康和品牌的可持續(xù)發(fā)展，不妨多多嘗試小包裝。但是，要在定價(jià)上多下功夫，打破消費(fèi)者“小包裝不劃算”的舊觀念。

"If you want people to order a larger portion, then you should just increase the height because people will notice. If you want to reduce the quantity of your portions, for example if you had higher raw material costs, you should reduce the height, the width and the length because people won't notice," Chandon says.

The research is timely because the phenomenon of ‘supersizing’ has swept the US and is now moving to the rest of the world. Food portions have increased dramatically: by up to 60 per cent for salty sna宣傳海報(bào)設(shè)計(jì)cks and 52 per cent for soft drinks in the past 20 years. This trend is especially dramatic at fast food restaurants, where consumers are offered much bigger meals for only small increases in price, and in grocery stores, where larger packages are considered better value. This trend has had a big impact on how much consumers eat. The supersizing trend is one of the main drivers of the obesity epidemic and packaging is adding to the problem, the study states.

"It's very easy to be influenced by marketers,” Chandon says. “For example, the size of the package, the size of the meals, even the size of the plates and of the spoons; we know these things have a very strong impact on how much we eat.”

"People are completely unaware of this and are very hard to de-bias. Even when we asked professional nutritionists to estimate the number of calories of fast food, they were wrong," Chandon told INSEAD Knowledge (see table below). “However, when asked to estimate the number of calories of the sandwich, side, and beverage separately, dieticians were more accurate and ordered smaller meals”.

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