A Whole or Two Halves: Serving Size Framing Effects and Consumer Healthfulness Perceptions

Our research shows that serving sizes influence perceptions of healthfulness of restaurant foods. This context is important as more restaurants begin to post nutrition information on menus. Yet, some restaurateurs use serving sizes smaller than what consumers normally consume at a sitting. We find that when nutritional information is framed using serving sizes cut in half, foods are perceived to be healthier. In addition, serving size framing may differentially affect consumers with various levels of dietary concern. Our results reveal that serving size interacts with dietary concern in a curvilinear manner.