'My lips are sealed' - The impact of package resealability on the consumption of tempting foods

Abstract

Resealable packages are nowadays omnipresent on store shelves. While the main advantage of the resealability feature is its ability to reclose the package in order to extend the shelf life of the food product inside, the present research's aim is to assess whether this advantage also has implications for palatable, energy-dense food consumption. Two studies provide intentional as well as behavioral evidence for the claim that consumers are better able to self-regulate their consumption and thus eat less in one occasion when a palatable, energy-dense food product is offered in a resealable (vs. unresealable) package. A third study investigates the effect of package resealability across multiple consumption occasions and reveals that the resealability feature limits the volume consumed on each occasion (conditional on consumption incidence) while it does not accelerate consumption frequency, resulting in a lower total consumed volume of palatable, energy-dense snacks over a six-day period. This research offers actionable insights for consumer welfare and public health care and aids manufacturers in delineating optimal food packaging strategies.

Keywords: Consumption deliberation; Consumption norms; Consumption self-regulation; Package resealability.