Is There a “Gestalt Bias” in Indulgence? Subjectively Constructing Food Units Into Wholes (vs. Parts) Increases Desire to Eat and Actual Consumption

Frontiers in Psychology

Sabrina Bruyneel¹  Bob M. Fennis²  Yannick Joye³ 

[1] Behavioral Engineering Research Group, KU Leuven, Leuven, Belgium;Department of Marketing, University of Groningen, Groningen, Netherlands;ISM University of Management and Economics, Vilnius, Lithuania;Center of Expertise in Economics, Vilnius University, Vilnius, Lithuania;

关键词: unit bias effect;    portion size effect;    perceptual grouping;    Gestalt psychology;    consumption;    desire to eat;   

DOI  :  10.3389/fpsyg.2021.671299

来源: Frontiers

【 摘 要 】

In the present work we extend research into the unit bias effect and its extension—the portion size effect—by demonstrating the existence of a “Gestalt bias.” Drawing on the tenets of Gestalt psychology, we show that a unit bias effect can be observed for food portions that are composed of identical basic units, but which are subjectively grouped into, or perceived as a Gestalt—a larger whole. In three studies, we find that such subjectively constructed food wholes constitute a new (perceptual) unit that is perceived bigger than the units it is constructed from, thereby prompting increased eating and desire to eat.

【 授权许可】

CC BY