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Food Consumption trends as a social indicator, research by David Dubois, Assistant Professor at HEC Paris.

25 November 2011

David Dubois, Assistant Professor at HEC Paris, led a research project on how people consume supersized food. The research, forthcoming at Journal of Consumer Research, is entitled “Super Size Me: Product Size as a Signal of Status” and co-authored with Derek D. Rucker and Adam D.Galinsky — both from Northwestern University's Kellogg School of Management.

This research suggests that consumers’ preference for supersized food and drinks may have roots in the status-signaling value of larger options. It demonstrates that choosing a product on the basis of its relative size allows consumers to signal status, illustrates the consequences of such a choice for consumers’ food consumption, and highlights the central role of a product category’s size-to-status relationship in driving consumer choice.

Read the full paper (published in : Journal of Consumer Research , The University of Chicago Press)

David Dubois' Research in the Press:

Why Do People Eat Too Much?, The Frontal Cortex, 7 November 2011
Study of the Day: What That Venti Coffee Really Says About You, The Atlantic, 4 Nov. 2011
Boost your status: Supersize your drink, LifeInc., 1 Nov. 2011
Vulnerable populations use larger food portions to increase social standing, Mother Nature Network, 28 Oct. 2011
Larger Food Portions May Be Seen as Status Symbols,
Study: Big Food Sizes Linked to More Prestige, My Fox Boston, 25 Oct 2011
Is 'Super-Sizing' A Search For Status?, Consumer Affairs 24 Oct. 2011
Powerless consumers may overeat, driving obesity, EmaxHealth, 23 Oct. 2011


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