Imagine There’S No Calories: Simulation Underlies the Effects of Hunger on Serving Size Estimates

Aner Tal, Cornell University, USA
Brian Wansink, Cornell University, USA
Across four studies we show that consumers’ simulation of a consumption experience before purchase may lead to systematic biases in judgment and evaluation. We specifically demonstrate that both deliberate and spontaneous simulations of food experience can influence and bias consumer judgments related to a product’s physical dimensions and energy intake. 
[ to cite ]:
Aner Tal and Brian Wansink (2014) ,"Imagine There’S No Calories: Simulation Underlies the Effects of Hunger on Serving Size Estimates", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 696-698.