To squeeze or not to squeeze: How squeeze tubes affect consumers' serving sizes.

Squeeze tubes increasingly complement traditional packaging. But, would squeeze tubes - besides offering ease of use - also affect consumers' serving sizes? And if so, in what way? To answer these questions, we contrast the motor fluency hypothesis (i.e., bodily movements affect judgments) with the consumption monitoring hypothesis (i.e., paying attention to quantities eaten affects consumption). Two studies reveal that consumers use less of a product when it comes in a squeeze tube versus a traditional container, providing initial evidence for the consumption monitoring hypothesis. A third study also provides evidence that the ease of consumption monitoring drives the squeeze tube effect, which is more prominent for unrestrained eaters. These findings have important implications for consumers, public policy makers, and product manufacturers.