Sizing up the effect of portion size on consumption: A meta-analytic review

Food marketing is facing increasing challenges in using portion size (e.g., “supersizing”) as a marketing tool.Marketers have used portion size to attract customers and encourage purchase, but social agencies areexpressing concern that larger portion sizes encourage greater consumption, which can cause excessiveconsumption and obesity. This article addresses two questions that are central to this debate: (1) How much effectdoes portion size have on consumption? and (2) Are there limits to this effect? A meta-analytic review reveals that,for a doubling of portion size, consumption increases by 35% on average. However, the effect has limits. Anextended analysis shows that the effect of portion size is curvilinear: as portions become increasingly larger, theeffect diminishes. In addition, although the portion-size effect is widespread and robust across a range of individualand environmental factors, the analysis shows that it is weaker among children, women, and overweightindividuals, as well as for nonsnack food items and in contexts in which more attention is given to the food beingeaten.