Mehak Bharti

You know, expecting people to pay a bit more would be unrealistic.

I know.

And that's an excellent question again.

And you're sounding like a reviewer of my paper.

And like I said before, that's an excellent question.

In our experiments, it's not 50% reduction in quantity.

It's a slight reduction.

When we are talking about shrinkflation, shrinkflation hides the size reduction.

What we test is transparent.

Consumers clearly see the size difference and they make an informed choice.

They can also clearly see the price per unit.

So, nothing is hidden.

It's not that we are slowly reducing the quantity and consumers have no idea.

We show them an ethical alternative, we show them the regular product, and we say that the ethical alternative is slightly lower in quantity, but you have to pay the same price as that of a regular alternative.

So, unlike shrinkage, consumers actually know that they're paying the same for lesser quantity.

So you don't necessarily have to say it out loud.

You don't, you know, consumers know what they're getting.

They can sort of see the quantity that they're getting.

Shrinkflation is reduction in quantity over time.

The ice cream that you bought 10 years ago versus that you buy now, it's essentially the same ice cream, but you realize over time that the quantity has reduced.