Small Packages May Lead to Overeating

Tempting treats are being offered in small package sizes these days, presumably to help consumers reduce portion sizes. Yet new research in the Journal of Consumer Research found that people actually consume more high-calorie snacks when they are in small packages than large ones. And smaller packages make people more likely to give in to temptation in the first place.

Authors Rita Coelho do Vale (Technical University of Lisbon), Rik Pieters, and Marcel Zeelenberg (both Tilburg University, the Netherlands) found that large packages triggered concern of overeating and conscious efforts to avoid doing so, while small packages were perceived as innocent pleasures, leaving the consumers unaware that they were overindulging.

"The increasing availability of single-serve and multi-packs may not serve consumers in the long-run, but—because they are considered to be innocent pleasures—may turn out to be sneaky small sins," write the authors.

One fascinating aspect of the research is the difference between belief and reality. In an initial study, researchers found that consumers believe that small packages help them regulate "hedonistic consumption," where self-restraint is at stake. When participants were asked to choose phone plans, those who thought the plan was for social rather than work purposes tended to choose smaller plans.

The researchers then moved on to food. Participants in one group had their "dietary concerns" activated by completing a "Body Satisfaction scale," a "Drive for Thinness scale," and a "Concern for Dieting scale." They were then weighed and measured, in front of a mirror, to fully activate their awareness. Then those participants (and a control group, which didn't have its "dietary concerns" activated) watched episodes of Friends interspersed with commercials. They believed they were there to evaluate the ads. But researchers were really monitoring their consumption of potato chips. Chips were available to participants in large packages or small ones. The study found that consumption was lowest when dieting concerns were activated and package size was large. People were less likely to open large packages, and participants deliberated longer before consuming from the larger packages.

"Maybe the answer lies in consumers taking responsibility for their consumption and monitoring internal cues of sufficiency, rather than letting package size take control," conclude the authors.

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Foundation Announces $500 Million Commitment to Reverse Childhood Obesity in U.S.

The Robert Wood Johnson Foundation (RWJF) today announced it will commit at least $500 million over the next five years to tackle one of the most urgent public health threats facing the United States: childhood obesity. This is the largest commitment by any foundation to this issue, RWJF says. The foundation's goal is to reverse the epidemic of childhood obesity in the United States by 2015.

During the past four decades, obesity rates have soared among all age groups, more than quadrupling among children ages 6 to 11. Today, more than 33 percent of children and adolescents -- approximately 25 million kids -- are overweight or obese.

Preventing obesity during childhood is critical, because habits that last into adulthood frequently are formed during youth. Research shows that overweight adolescents have up to an 80 percent chance of becoming overweight or obese adults. Earlier onset of obesity leads to the earlier onset of related illnesses, such as type 2 diabetes, heart disease, stroke, and certain types of cancer.

In addition to the toll on U.S. health, obesity also poses a tremendous financial threat to the U.S. economy and health care system. It's estimated that the obesity epidemic costs the United States $117 billion per year in direct health care costs and lost productivity. Childhood obesity alone carries a huge price tag -- up to $14 billion per year in direct healthcare costs to treat kids.

"This is an all-American crisis," says Dr. Risa Lavizzo-Mourey, M.D., M.B.A., president and CEO of RWJF. "It affects all Americans, and it will require all of America working together to turn it around. Our commitment is a call to action for families, schools, government, industry, healthcare and philanthropy. To reverse the obesity epidemic and create a culture of health, we must provide families with better access to healthy choices."

The foundation says it will focus on improving access to affordable healthy foods and opportunities for safe physical activity in schools and communities. It will place special emphasis on reaching children at greatest risk for obesity and related health problems: African-American, Latino, Native American, Asian American and Pacific Islander children living in low-income communities.

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