The Effect of QR Codes on Overconsumption

Obesity is a global health crisis, requiring attention to find solutions to curb overconsumption. In this research, we examine visual cues, QR codes, and how they may affect consumption. We propose that packaging with QR codes increases consumption compared to the ones without QR codes. This effect between the cue and consumption is driven by taste perception, such that consumers perceive food QR code smart packaging to taste better than food packaged without QR codes. Our research has implications for both societal and individual wellbeing. We also provide guidance for marketers on how to help consumers to reduce overconsumption.