The Impact of Large Versus Small Menu Size on Calorie Estimation

Yong Kyu Lee, York College, City University of New York, USA
Junghyun Kim, Virginia Tech, USA
Paul Herr, Virginia Tech, USA
In this research, we propose that the number of items on a food menu systematically influence consumers’ calorie estimation. We demonstrate that consumers estimate a food item’s caloric content as greater when presented in a large (in terms of number of items) menu than in a small menu.
[ to cite ]:
Yong Kyu Lee, Junghyun Kim, and Paul Herr (2015) ,"The Impact of Large Versus Small Menu Size on Calorie Estimation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 792-792.