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This study aims to achieve three objectives: to explore the perception of consumers about supersized foods (in both pre- and post-consumption scenarios), to identify why consumers prefer supersized options over other available options and to determine the types of situations that push consumers to make such decisions.

This qualitative study uses the triangulation of projective methods, coupled with semi-structured interviews with 120 participants. The data was collected from major cities of Pakistan, using a convenient sample of 25 semi-structured interviews, 35 narratives and 60 sentence completions and constructions analyzed by performing thematic analysis.

The findings indicate that the antecedents of the purchase of supersized food include price/quantity trade-off, hunger, liking and the social setting of consumption. Such purchase decisions also lead to consequences such as saving after purchase, health concerns, food waste, guilt and satisfaction. The findings also reveal the factors that play a dual role of an antecedent and a consequence: sharing, social status, quantity and leisure time.

The knowledge of factors that make consumers select supersized foods can help marketers design deals that can control overconsumption and food waste. Instead of only focusing on the motivations behind the purchase of supersized foods, the authors also discuss the aspects of food purchase and consumption.

This study advances the literature on purchase decision, consumption and post-consumption of supersized foods, providing insights for food retailers, regulators and policymakers.

¿Cuándo y por qué los consumidores eligen alimentos de gran tamaño?

Este estudio busca alcanzar tres objetivos: 1) explorar la percepción de los consumidores sobre los alimentos de gran tamaño (tanto en escenarios previos como posteriores al consumo), 2) identificar por qué los consumidores prefieren las opciones de gran tamaño sobre otras opciones disponibles, y 3) determinar qué tipo de situaciones empujan a los consumidores a tomar tales decisiones.

Este estudio cualitativo emplea la triangulación de métodos proyectivos, junto con entrevistas semiestructuradas con 120 participantes. Los datos se recopilaron en las principales ciudades de Pakistán, utilizando una muestra conveniente de 25 entrevistas semiestructuradas, 35 narraciones y 60 terminaciones y construcciones de frases analizadas mediante la realización de un análisis temático.

Los resultados indican que los antecedentes de la compra de alimentos de gran tamaño incluyen la relación precio/cantidad, el hambre, el gusto y el entorno social del consumo. Estas decisiones de compra también conllevan consecuencias como el ahorro después de la compra, la preocupación por la salud, el desperdicio de alimentos, el sentimiento de culpa y la satisfacción. Los resultados también revelan los factores que desempeñan un doble papel de antecedente y consecuencia: compartir, estatus social, cantidad y tiempo de ocio.

El conocimiento de los factores que hacen que los consumidores seleccionen alimentos de gran tamaño puede ayudar a los responsables de marketing a diseñar ofertas que puedan controlar el consumo excesivo y el desperdicio de alimentos. En lugar de centrarse únicamente en las motivaciones que subyacen a la compra de alimentos de mayor tamaño, los autores también analizan los aspectos de la compra y el consumo de alimentos.

Este estudio supone un avance en la literatura sobre la decisión de compra, el consumo y el posconsumo de los alimentos de gran tamaño, proporcionando información a los minoristas de alimentos, a los reguladores y a los responsables políticos.

Gran tamaño, Alimentos de gran tamaño, Consumo de alimentos, Estudio cualitativo, Técnicas proyectivas

Investigación

消费者何时以及为何选择超大号食品？

本研究旨在实现三个目标。1）探索消费者对超大号食品的认知看法（在消费前和消费后的场景下）, 2）确定消费者为什么喜欢超大号食品而不是其他现有选择, 以及3）确定促使消费者做出这种决定的情况类型。

这项定性研究采用了投射方法中的的三角测量, 以及对120名参与者的半结构化访谈。这些数据是从巴基斯坦的主要城市收集的, 研究者使用了一个方便性样本, 其中包括25个半结构式访谈, 35个叙述, 以及60个句子的完成和结构。这些数据通过主题分析来进行解析。

研究结果表明, 购买超大号食品的前因包括价格/数量的权衡、饥饿感、喜好和消费的社会环境。这样的购买决定也导致了购买后的节省、健康问题、食物浪费、内疚和满足感等后果。研究结果还揭示了几个即是前因又是结果的双角色因素：分享、社会地位、数量和休闲时间。

了解促使消费者选择超大号食品的因素可以帮助营销人员设计能够控制过度消费和食品浪费的交易。作者不仅仅关注了购买超大号食品背后的动机, 还讨论了食品购买和消费的各个方面。

这项研究推进了关于超大食品的购买决策、消费和消费后的文献, 为食品零售商、监管者和政策制定者提供了见解。

关键词 超大, 超大食品, 食品消费, 定性研究, 投射技术

文章类型： 研究型论文

This case study looks at the current crisis which is set to engulf both the developed and developing world: obesity. Using a variety of reliable sources (e.g. the World Health Organisation) the author plots the seemingly unstoppable global increase in obesity over the last two decades. The problems associated with childhood, adolescent and adult obesity are noted, as are the costs, economic and personal. The various possible causes of world‐wide obesity are considered, such as genetics, modern lifestyles and particularly food. The author points a finger at the food industry, and particularly the “fast‐food” industry, which over the last few decades has perfected various marketing techniques which are designed to make us eat more food (“supersizing”), more often. The leaders of this industry are also accused of putting its balance sheet before the health and welfare of young people by targeting children and schools.

The purpose of this study is threefold: firstly, to compare Pakistani and French consumers’ perceptions of well-being; secondly, to investigate how consumers in both countries relate to food; and thirdly, to assess whether they associate food with well-being.

Thirty participants (15 French and 15 Pakistani) between the ages of 24 and 35 were interviewed, using convenience and snow bowling sampling. Data triangulation was performed by combining three qualitative techniques, word association, photo-elicitation-based interviewing and open-ended questions to explore consumer perceptions of well-being, food and food well-being.

The study’s findings suggest that well-being is a broad concept in which food is an ingredient. Food and well-being share common elements, and food well-being can be defined as an individual’s psychological, physical, social and societal relationship with food ascribed by affordability and food literacy.

Pleasure, sharing and respect emerged as dimensions of food well-being that can be applied to transfigure consumer behaviour and reduce over-consumption, food waste and hunger. The dimensions of well-being and food were explored for both countries to understand their cultural nuances and determine the influence of food on well-being. This comparative analysis will help researchers understand consumers’ preferences for food in various aspects from two regions. This study can potentially contribute to scale development in food and well-being, which can help researchers measure the effects of food and well-being in different sectors of the economy, particularly in health care. The most aspiring aspect of the current research is the insights unveiled during interactions with research participants, which will help develop consumer baseline feelings.

The purpose of this case study is to explore and study the determinants (demographics and psychographics) impacting consumers food choice towards fast food in India.

Food choice variables have been explored using literature reviews and exploratory survey of young consumers in the age group of 20‐40. Data obtained from the reliable sources (e.g. the World Health Organisation, Euromonitor International and Datamonitor International) have been used to study the implications of consumer food choice and growing trend towards organic food.

Based on literature reviews and exploratory surveys, the key determinants impacting consumers food choice are passion for eating out, socialize, ambience and taste for school and college goers and convenience for dual‐income families in urban India. Findings indicate that fast food companies can no longer rely on convenience as USP in India, unless the implications of same on consumers health is given equal importance in the years to come.

Data obtained from the convenience sample and literature reviews have been generalized for inferring consumption patterns of Indian consumers (population).

This case study focuses on growing trends towards organic food and green consumerism in view of rising global obesity with fast food consumption in Western countries and significantly very less in India despite obesity being an epidemic in India.

This paper focuses on determining a food choice model in wake of changing food and eating habits in India, using literature reviews, exploratory surveys and reliable data sources.

This paper aims to provide a literature review of corporate wellness programs to develop recommendations for effective internal marketing of healthy behaviors in work environments.

A review of research literature published since 2000 addresses corporate wellness programs’ justifications and best program design practices.

Corporate and employee benefits documented in the literature are reviewed and best practices from published literature are identified to guide the design of wellness programs. These include framing clear messages, alignment of corporate culture and business strategy with wellness program goals, senior leader support, clear objectives and evaluation, incorporation of peer support and enjoyable activities, utilization of effective priming for healthy choices and consideration of legal and ethical incentives.

Further research is needed, including how to frame messages for diverse work groups, how to carry out effective program assessments, what types of marketing appeals are effective, what wellness activities lead to healthy behavior change and how is increased employee productivity related to quality of life. Additional questions include how priming encourages healthy behaviors, what promotes healthy workplace cultures and what social marketing appeals promote healthy behaviors.

Senior managers can implement findings to create effective wellness programs benefiting employees and firms through improved employee health and productivity and reduced corporate health-care costs.

Effective wellness programs reduce overall health-care costs for society and provide improved participants’ quality of work, personal and family life.

This research uniquely applies internal marketing, social marketing and marketing exchange concepts to best practices from the wellness literature and applies these to recommendations for effective corporate-based wellness programs.

The purpose of this paper is to examine how crowding without violating personal space influences consumers’ channel selection and the underlying mechanism of this process. Crowded environment is ubiquitous and affects consumers’ behaviors. However, less attention has been paid to whether and how crowding influences consumers’ preference for purchasing channels.

There were three studies to test the validity of the theorized model, including two laboratory experiments and a field study. The variance analyses and mediation analyses were used to give more insights into the analytical process.

This study proposes that crowding makes consumers lose their perceived control, leading them to form certain compensatory behavior through the conversion between online and offline purchasing channels – the type of goods moderates the process of compensatory behavior.

The results of this study are helpful for retailers to design effective strategies to allocate resources into online or offline channels and to choose the appropriate types of product to promote.

Environmental clues have been widely studied in previous marketing research. Crowding, as a common environmental clue, has only been noticed in recent years. This study examines the impact of crowding on consumers’ channel preference. The results of three studies have confirmed that consumers have higher preference for offline shopping when they are in a crowded environment and found the intrinsic mechanism and the marginal scenario of this process.

This article seeks to demonstrate how social studies has come to be an all-inclusive subject: it has become supersized. When supported by Web 2.0 technology, social studies enables students to address multifaceted problems that require the deep understanding necessary to arrive at both wise and timely solutions. We discuss how curriculum integration and emerging technology applications can support the supersizing of social studies. Two instructional projects and two instructional tools are presented as examples of how social studies can be supersized through the use of Web 2.0 technologies.