When Hungry People See Leaner Meals: Hunger Reduces Calorie Evaluations

Aner Tal, Cornell University, USA
Brian Wansink, Cornell University, USA
Across three studies, with both measured and manipulated hunger, we show that hungry consumers estimate food as less caloric than do sated consumers. These findings contrast with findings concerning motivated perception, and may attest to processes of functional judgment. Such distortion of calorie estimates has important implications for consumer health.
[ to cite ]:
Aner Tal and Brian Wansink (2013) ,"When Hungry People See Leaner Meals: Hunger Reduces Calorie Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.