The Effect of Anticipated Future Consumption Amount on Food Consumption Experience

Hua (Olivia) Lian, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
Gerald Häubl , University of Alberta, Canada
This research examines how people’s food consumption experiences are affected by the amount of food they anticipate consuming. Controlling for the actual consumption amount, we found that participants enjoyed the eating experience more when they had anticipated consuming a smaller (vs. a larger) amount of food.
[ to cite ]:
Hua (Olivia) Lian, Jennifer Argo, and Gerald Häubl (2013) ,"The Effect of Anticipated Future Consumption Amount on Food Consumption Experience", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.