Epicurean Food Marketing: Less Size, More Pleasure

The behavioral epicurean approach attempts to make small food portions seem "normal." The epicurean approach is affective because it favors sensory pleasure. 

Researchers found that consumers choose cheap supersize portions that are larger than they realize which leads to overeating and food waste.

Shoppers don't really notice size decreases more than increases and they don't react negatively when it happens that's why companies won't downsize their products.