包裝無小事。歐洲工商管理學(xué)院市場學(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，將對最終的消費產(chǎn)生驚人的影響。

　　通常，消費者傾向于購買大包裝產(chǎn)品，認為其性價比最高。然而，這將導(dǎo)致進食過量，甚至是肥胖癥。因為我們面對大包裝食品時，往往會忘記節(jié)制，低估自己的消費量。

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

　　他們建議，為了消費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，要在定價上多下功夫，打破消費者“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宣傳海報設(shè)計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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　　本文經(jīng)許可，摘自INSEAD Knowledge。未經(jīng)INSEAD Knowledge同意，任何人不得轉(zhuǎn)載本文。