Tens, Hundreds Or Thousands? How Nutritional Information Numerosity Nonconsciously Affects Unhealthy Food Choices

Keith Wilcox, Columbia University, USA
Sonja Prokopec, ESSEC Business School, France
We examine how nutritional information unit size exerts a non-conscious influence on food perception and choice. In five studies, consumers judged unhealthy food to be healthier and selected it more when labeled with smaller unit nutritional information. This effect held for familiar and unfamiliar nutritional information and was primarily observed in high BMI consumers.
[ to cite ]:
Keith Wilcox and Sonja Prokopec (2013) ,"Tens, Hundreds Or Thousands? How Nutritional Information Numerosity Nonconsciously Affects Unhealthy Food Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.