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EMAC 2024 Annual


The effect of shape (length) of cutlery on food consumption; the moderating effect of consumption goals
(A2024-119802)

Published: May 28, 2024

AUTHORS

Mona MASOUMZADEH, Grenoble Ecole de Management; Robert Mai, Grenoble Ecole de Management; Laurie BALBO, Grenoble École de Management

ABSTRACT

Understanding human eating habits is a policymaking priority. This research sheds light on a key but overlooked factor in food consumption: cutlery. We argue that the design of cutlery (i.e., cutlery length handle while keeping the size of the functional part constant) affects consumers’ perceived consumption time, which, in turn, may impact portion size. Across four studies (N= 989), this paper provides converging evidence that cutlery length affects the perceived time to eat a given portion size, with less consistent effects on portion size. To clarify this heterogeneity in effect on portion size, the moderating role of consumption goal is also tested: the desirability of slow vs. efficient eating, congruent with different health goals. Only when a healthy eating goal was active, cutlery length had a positive effect on the desired portion size. Overall, these findings suggest that cutlery length can play a pivotal role in encouraging healthier food consumption behaviors.