Save Dessert For Last? the Effect of Food Presentation Order on Food Choice and Caloric Intake

David Flores, Tecnológico de Monterrey, Mexico
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, Mexico
This research investigates whether and how food order affects consumers’ food choice and consumption. Four experiments show that when a healthy (indulgent) dessert is the first item in a food sequence, higher (lower) calorie foods are subsequently chosen and overall caloric consumption is higher (lower).
[ to cite ]:
David Flores, Martin Reimann, and Raquel Castaño (2014) ,"Save Dessert For Last? the Effect of Food Presentation Order on Food Choice and Caloric Intake", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 480-481.