A group of Northwestern University researchers found evidence of a correlation between food portion sizes and social status.
The study, published online in October in advance of a print issue of the Journal of Consumer Research, shows individuals express their aspirations for power by purchasing larger food portions.
The study’s author David DuBois (KSM ‘11) said he developed the original concept at the Norris University Center when he noticed that Jamba Juice named their largest size drink “power” instead of simply calling it “large.” He teamed up with Kellogg School of Management profs. Derek Rucker and Adam Galinsky, who together supervised the research and helped refine it.
“The convention is bigger is typically better,” Rucker said. “And, in general, we have to pay more for larger quantity. We then showed when people need status, when their power is threatened, they will choose powerless.” The subjects were then invited to eat complimentary bagels.
“People had the opportunity to eat either kind of bagel,” Rucker said. “Those called powerless chose to take larger trap.”
brianlasman2015@u.northwestern.edu