Natalina Zlatevska is Associate Head (External Engagement) of the Marketing Department and Associate Professor of Marketing at the University of Technology Sydney. She holds a PhD in marketing from The University of Sydney.
Her interests include the study of marketing influences on eating behavior, self-regulation, and cognition. Her research has been published in the Journal of Marketing, Journal of Retailing, International Journal of Research in Marketing, Journal of Business Research, European Journal of Marketing, and Journal of the Association for Consumer Research.
Can supervise: YES
Holden, SS, Zlatevska, N, Parkinson, J, Cadario, R, Dubelaar, C, Lei, J, Moore, E, Sayarh, N, Van Kerckhove, A & Werle, C 2020, 'Unpalatable food for thought: let marketing research guide effective public obesity interventions', Obesity Reviews.
When their sexual motivation system is activated, men behave in ways that would increase their desirability as a mating partner to women. For example, they take greater risks and become more altruistic. We examine the possibility that men's sexual motivation, when elicited, can influence their preference for meat because meat signals status to others, including women—and signalling status is one way to help men achieve their mating goals. We find support for this hypothesis in three studies involving consumption (Study 1) and preference (Studies 2 and 3) for meat. Men's desire for status mediates their liking for meat. In contrast, when their sexual motivation system is activated, women like meat less, possibly since they pursue other strategies such as beauty and health to make themselves desirable to men. Thus, we suggest that evolutionary processes shape food preferences. We discuss the contributions and limitations of our results as well as practical implications for reducing meat consumption—to not only improve one's physical health but food sustainability.
Vandenbroele, J, Van Kerckhove, A & Zlatevska, N 2019, 'Portion size effects vary: The size of food units is a bigger problem than the number', Appetite, vol. 140, pp. 27-40.View/Download from: Publisher's site
While it is well-known that larger food portions lead to increased consumption (i.e., the portion size effect), previous studies confound the effect of the size and the number of food units making up the larger portion. Moreover, empirical tests of the mechanism underlying the portions size effect are scarce. In response to these shortcomings, we present three experiments that test the impact of food unit-size and unit-number on consumption of increasingly large portion sizes, and assess whether perceptions of quantity (driven by unit size or number) mediate the portion size effect. Study 1 (n = 185), tracking actual consumption, shows that the portion size effect is determined more by unit-size than unit-number. Relative consumption ratios are higher when participants were served portions made up of enlarged food units compared to more food units. Since perceived quantity and consumption are thought to be negatively related, Study 2 (n = 193) reveals that consumers' quantity perceptions of portions are lower for unit-size (vs. unit-number) increases. Study 3 (n = 189) considers both perceived quantity and consumption and demonstrates that perceived quantity indeed mediates the effect of food portion size on consumption. Finally, this study also shows that encouraging consumers to focus perceptually on size when portion size increases are in terms of unit-size, or focus on number when portion size increases are in terms of unit-number, supports them in increasing quantity perceptions and decreasing actual consumption. Hence, manipulating the perceptual focus of consumers helps to mitigate the portion size effect. The findings contribute to literature on the portion size effect and numerosity heuristic, and provide practical insights on food packaging so to tackle the obesity crisis.
Werle, C, Dubelaar, C, Zlatevska, N & Holden, S 2019, 'Might bigger portions of healthier snack food help?', Food Quality and Preference, vol. 71, no. January, pp. 181-184.View/Download from: Publisher's site
Zlatevska, N, Chowdhury, RMMI, Tam, W & Holden, S 2019, 'Facts-up-front: should food companies follow the FDA or industry label format? The effects of combining virtue and vice information on consumer evaluations', Marketing Letters, vol. 30, no. 3, pp. 321-334.View/Download from: Publisher's site
Zlatevska, N, Neumann, N & Dubelaar, C 2018, 'Mandatory calorie disclosure: a comprehensive analysis of its effect on consumers and retailers', Journal of Retailing, vol. 94, no. 1, pp. 89-101.View/Download from: Publisher's site
In 2018 restaurants in the United States will need to provide calorie information on their menus as part of the Patient Protection and Affordable Care Act. In the present research, we examine the efficacy of this legislation in reducing restaurant based food calorie consumption. Specifically, we explore the likely effect of the new policy on both the supply and demand side, that is, consumer and retailer behaviors. To achieve this, two studies are included in this research: a meta-analysis of 186 studies investigating the effect of calorie disclosure on calories selected, and a meta-analysis of 41 studies examining the effect of calorie disclosure on calories offered by retailers. Across these two studies we reveal a significant and unequivocal calorie disclosure effect for menu labels; disclosure results in both fewer calories selected (−27 Calories) and fewer calories offered by retailers(−15 Calories).
Holden, S, Zlatevska, N & Dubelaar, C 2016, 'Whether Smaller Plates Reduce Consumption Depends on Who's Serving and Who's Looking: A Meta-Analysis', The Journal of the Association of Consumer Research, vol. 1, no. 1, pp. 134-146.
Zlatevska, N & Spence 2016, 'Parsing Out the Effects of Personal Consumption Norms and Industry Influences on Food Consumption Volume', European Journal of Marketing, vol. 50, no. 3-4, pp. 377-396.View/Download from: Publisher's site
© 2015 Elsevier B.V. We replicate the research of Do Vale et al. (2008) and Scott et al. (2008) showing that the diet-conscious tend to eat more when a portion is broken into multiple smaller partitions than when it is unpartitioned. The results show that the partitioning paradox is clearer when diet-consciousness is manipulated than measured. A meta-analysis reveals that the partitioning paradox among the diet-conscious is a medium size effect, but also that partitioning has an opposite and equal size effect on the non-diet conscious: they eat more from the unpartitioned than the partitioned package.
Zlatevska, N, Dubelaar, C & Holden, SS 2014, 'Sizing up the effect of portion size on consumption: A meta-analytic review', Journal of Marketing, vol. 78, no. 3, pp. 140-154.View/Download from: Publisher's site
© 2014, American Marketing Association Food marketing is facing increasing challenges in using portion size (e.g., "supersizing") as a marketing tool. Marketers have used portion size to attract customers and encourage purchase, but social agencies are expressing concern that larger portion sizes encourage greater consumption, which can cause excessive consumption and obesity. This article addresses two questions that are central to this debate: (1) How much effect does portion size have on consumption? and (2) Are there limits to this effect? A meta-analytic review reveals that, for a doubling of portion size, consumption increases by 35% on average. However, the effect has limits. An extended analysis shows that the effect of portion size is curvilinear: as portions become increasingly larger, the effect diminishes. In addition, although the portion-size effect is widespread and robust across a range of individual and environmental factors, the analysis shows that it is weaker among children, women, and overweight individuals, as well as for nonsnack food items and in contexts in which more attention is given to the food being eaten.
Moore, SM, Thomas, AC, Kalé, S, Spence, M, Zlatevska, N, Staiger, PK, Graffam, J & Kyrios, M 2013, 'Problem gambling among international and domestic university students in Australia: who is at risk?', Journal of gambling studies, vol. 29, no. 2, pp. 217-230.View/Download from: Publisher's site
Young people are a high risk group for gambling problems and university (college) students fall into that category. Given the high accessibility of gambling in Australia and its association with entertainment, students from overseas countries, particularly those where gambling is restricted or illegal, may be particularly vulnerable. This study examines problem gambling and its correlates among international and domestic university students using a sample of 836 domestic students (286 males; 546 females); and 764 international students (369 males; 396 females) at three Australian universities. Our findings indicate that although most students gamble infrequently, around 5 % of students are problem gamblers, a proportion higher than that in the general adult population. Popular gambling choices include games known to be associated with risk (cards, horse races, sports betting, casino games, and gaming machines) as well as lotto/scratch tickets. Males are more likely to be problem gamblers than females, and almost 10 % of male international students could be classified as problem gamblers. Hierarchical regression analysis showed that male gender, international student status, financial stress, negative affect and frequency of gambling on sports, horses/dogs, table games, casino gaming machines, internet casino games and bingo all significantly predicted problem gambling. Results from this study could inform gambling-education programs in universities as they indicate which groups are more vulnerable and specify which games pose more risk of problem gambling.
Zlatevska, N & Spence, MT 2012, 'Do Violent Social Cause Advertisements Promote Social Change? An Examination of Implicit Associations', Psychology and Marketing, vol. 29, no. 5, pp. 322-333.View/Download from: Publisher's site
Violent content is used in social cause advertising campaigns as a means of discouraging antisocial attitudes and behaviors, despite the fact that findings regarding the effectiveness of including violence in advertisements are equivocal. The present research explores the efficacy of violent advertisements by investigating how such ads affect implicit associations with violent words/acts. The importance of implicit associations is that they can affect judgments and behaviors long after explicit memory for the advertisement has decayed. The findings of the research point to the prevalence of individual differences in response to violent ads. Specifically, social cause advertisements are effective in weakening implicit associations with violence for nonaggressive individuals, as would be desired. However, these campaigns strengthen implicit associations for aggressive individuals. Ameliorating their aggressive associations would be advantageous both to the individual and society; however, the results suggest such advertisements make matters worse. © 2012 Wiley Periodicals, Inc.
Areni, CS, Burger, M & Zlatevska, N 2011, 'Factors affecting the extent of Monday blues: evidence from a meta-analysis.', Psychological reports, vol. 109, no. 3, pp. 723-733.View/Download from: Publisher's site
A meta-analysis of 34 samples identified a small but reliable "Monday blues" effect (-.08 < or = d < or = -.06) in samples reporting current or real-time moods for each day of the week. However, the size of the effect in samples reporting recalled summaries of moods experienced over the course of a day varied depending on whether the sample involved university students or nonstudents. University students reporting recalled summaries of daily moods showed a large Monday blues effect (d = -.25), whereas married men who were not students reported smaller effects with greater variance (-.19 < or = d
Zlatevska, N 2011, 'The Past Present and Future of Luxury Brands', Journal of Product and Brand Management, vol. 20, no. 5, pp. 429-430.
Kale, SH, Pentecost, RD & Zlatevska, N 2010, 'Designing and delivering compelling experiences: Insights from the 2008 Democratic National Convention', International Journal of Event and Festival Management, vol. 1, no. 2, pp. 148-159.View/Download from: Publisher's site
Purpose: Joseph Pine and Jim Gilmore coined the term "experience economy" to describe a paradigm shift in consumption. To survive in this new economy, businesses must provide customers with memorable consumption experiences. The purpose of this paper is to suggest eight ingredients that need to be incorporated into a compelling experience. Commercial experience providers, not-for-profit organizations, and political entities stand to benefit by integrating these elements in the experiences they provide to their targeted constituencies. Design/methodology/approach: A qualitative phenomenological case study approach is employed using the 2008 Democratic National Convention as the referent for dissemination of a compelling experience. Findings: Eight attributes were distilled that together constitute an unforgettable experience: planning, resourcing, targeting, anticipating, enabling, empathizing, framing, and engaging. Practical implications: All experience providers desirous of creating compelling customer experiences for their targeted audiences would find it worthwhile to actively incorporate each of these elements in their product. Originality/value: The paper uses a well-planned and well-executed political convention to uncover the building blocks of a compelling consumer experience. © Emerald Group Publishing Limited.
Zlatevska, N 2017, 'The Impact of Own and Other's Food Choices: Understanding the Effects of Portion Size and Food Type', Society for Consumer Psychology: APA Annual Convention.
Zlatevska, N, Vandenbroele, J, Van Kerckhove, A & Holden, S 2017, 'On Consuming Too Many or Too Much Food(s): The Numerosity Heuristic Explains Food Partitioning Effects', The La Londe Conference, pp. 22-22.
Zlatevska, N, Vandenbroele, J, Van Kerckhove, A & Holden, S 2017, 'On Consuming Too Many or Too Much Food: The Numerosity Heuristic Explains Food Partitioning Effects', European Marketing Academy Conference.
Zlatevska, N & Holden, S 2016, 'Nudging the Weight off. Small Portions Big Effects', Theory and Practice in Marketing Conference,, Texas.
Burke, PF, Zlatevska, N & Wei, X 2016, 'How Health Claims in Food Choices Are Evaluated: What Consumers Nominate as Essential versus Intended Behaviour', Australian and New Zealand Marketing Academy Conference Proceedings, Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, pp. 839-839.
Holden, S & Zlatevska, N 2015, 'Can container size help reduce obesity? A meta analysis of the effect of container size on consumption', European Marketing Academy Conference.
Tan, M, Dubelaar, C & Zlatevska, N 2015, 'The Effects of Social Setting and Portion Size on Food Consumption Amount', Asia-Pacific Advances in Consumer Research, Association for Consumer Research Asia-Pacific Conference, Association for Consumer Research, Duluth, MN, pp. 264-265.
Zlatevska, N 2015, 'Is Failing to Plan Always Planning to Fail? When Planning Facilitates Failure', Asia-Pacific Advances in Consumer Research, Association for Consumer Research Asia-Pacific Conference, Association for Consumer Research, Duluth, MN, pp. 308-312.
Mental simulation involving envisioning future scenarios in the mind's eye, has been found to positively impact self-regulatory
behavior. In the present research, we questioned whether this is always the case. We find that individuals disengage from the pursuit
of goal attainment following process simulation, but not following outcome simulation.
Holden, S & Zlatevska, N 2014, 'Small Size, Big Bite: Reassessing the Partitioning Paradox', Australian New Zealand Marketing Academy Conference Proceedings, Australian New Zealand Marketing Academy Conference, pp. 1455-1455.
Zlatevska, N 2014, 'Is failing to plan always planning to fail? When planning facilitates failure?', Australian New Zealand Marketing Academy Conference Proceedings, Australian New Zealand Marketing Academy Conference, pp. 1469-1469.
Zlatevska, N & Cowley, E 2014, 'Failing to Not Think About Failing: Why Thought Suppression Depletes Regulatory Resources', Society for Personality and Social Psychology.
Zlatevska, N, Tan, M & Dubelaar, C 2014, 'The Effects of Social Setting and Portion Size on Food Consumption Amount', Australian New Zealand Marketing Academy Conference Proceedings, Australian New Zealand Marketing Academy Conference, pp. 1469-1469.
Zlatevska, N, Dubelaar, C & Holden, S 2013, 'The Ambiguity of 'Size' and its Effect on Consumption', Society for Consumer Psychology Conference, Honolulu, Hawaii.
Kale, S & Zlatevska, N 2012, 'Understanding Teenage Poker Gambling: Policy and Consumer Behavior Implications', American Marketing Association.
Spence, M, Som, A & Zlatevska, N 2012, 'How Shades of Failure and Mental Simulation Affect the Likelihood of Subsequent Actions', AP - Asia-Pacific Advances in Consumer Research, Association for Consumer Research Asia-Pacific Conference, Association for Consumer Research, Duluth MN, pp. 228-236.
Literature in sequential choice categorizes focal actions and reactions as either goal consistent or inconsistent. In practice, there are
shades of consistency: some actions are greater failures than are others. Based on three inter-related studies, we empirically
demonstrate that the likelihood of performing subsequent actions is affected by the extent of failure of the current action; and, that this
effect is moderated by a process mental simulation versus an outcome simulation prime.
Zlatevska, N & Cowley, E 2012, 'Failing to Not Think About Failing: The Effects of Thought Suppression on Consumption', Society for Consumer Psychology (Summer).
Zlatevska, N & Cowley, E 2012, 'To Think or Not To Think: The Pros and Cons of Thought Suppression', Proceedings of the Annual Conference of Association for Consumer Research., ACR Conference Proceedings-Advances in Consumer Research.
Zlatevska, N & Holden, S 2012, 'Small size, big bite: A reassessment and reversal of the dieter's paradox', AMA Marketing & Public Policy Conference.
Zlatevska, N & Spence, M 2012, 'Personal consumption norms and their influence on consumption volume', AMA Marketing & Public Policy Conference.
Zlatevska, N, Dubelaar, C & Holden, S 2012, 'Sizing up the size effect: A meta analysis of unit size and its influence on consumption volume', AMA Marketing & Public Policy Conference.
Zlatevska, N, Dubelaar, C & Holden, S 2012, 'Sizing up the size effect: A meta-analysis of unit size and its influence on consumption volume', Advances in Consumer Research, Association for Consumer Research, Association for Consumer Research, Duluth: MN.
Zlatevska, N 2015, 'Teenage Poker Players: An Analysis Of Impulsivity, Gambling-Related Cognitions, and Comorbidity', AP - Asia-Pacific Advances in Consumer Research, Association for Consumer Research Asia-Pacific Conference, Association for Consumer Research, Duluth: MN, pp. 278-279.
Zlatevska, N & Jones, MY 2010, 'Sizing Up Package Size Effects', Advances in Consumer Research, Vol 37, pp. 649-650.
Zlatevska, N & Jones, M 2009, 'Shedding Common Misperceptions about Successful Dieting: Communicating the Right Messages about Food', Society of Consumer Psychology (Summer).
Zlatevska, N & Cowley, E 2007, 'Regenerating Self Regulatory Resources: Identifying Individual Differences', European Marketing Academy Conference.
Ioannou, C, Yip, J & Zlatevska, N 2005, 'The Art of Breaking Up', European Advances in Consumer Research, Association for Consumer Research (Europe), Association for Consumer Research, Duluth, MN, pp. 416-417.
Thomas, A, Moore, S, Kale, S, Zlatevska, N, Spence, M, Staiger, P & Graffam, J 2011, International Student Gambling: A Mixed-methods Investigation of International Student Gambling: the Role of Acculturation, Gambling Cognitions and Social Circumstances,, Victorian Government - Department of Justice.