| Abstract [eng] |
This thesis examined boundaries of portion size effect mediated by scarcity and quality perception and moderated by food types. After the analysis of the previous literature on portion size manipulation and its effect on behavior and the overall amount of food intake in accordance to the portion size changes – large portion sizes lead to higher consumption rates and small to lower – this thesis suggests the effect of portion size might be attenuated if the food is framed as luxury and mediated by scarcity and quality perception. For the purpose to achieve the thesis set aim – examine whether food framed as luxury through scarcity will attenuate the aforementioned portion size effect – the experimental design was applied, as it allowed to manipulate the variables and examine the causes and effect of the relationships of the variables. The thesis research design consisted of the online questionnaire, containing four scenarios – two luxury food options (small and large portion size) and two regular food options (small and large portion size) - and additional questions, designed to collect further information for the analysis. The analysis of the collected data suggested, that there are significant relationships between portion size changes, food type and perception of both scarcity and quality, leading to conclusions, that if food is framed as luxury the portion size effect will be attenuated. |
