Fewer When Mixed: When Food Presentation Format Biases Consumers’ Perceptions of Calories and Fat

Ning Ye, Temple University, USA
Maureen Morrin, Temple University, USA
Angelika Dimoka, Temple University, USA
Dipankar Chakravarti, Virginia Tech, USA
Our research aims to investigate whether consumers' calories estimation is biased by the food format: when the ingredients are mixed together versus separate. We found participants underestimated the amount of calories in candies when asked to imagine eating the food in a mixed (versus separate) format.
[ to cite ]:
Ning Ye, Maureen Morrin, Angelika Dimoka, and Dipankar Chakravarti (2016) ,"Fewer When Mixed: When Food Presentation Format Biases Consumers’ Perceptions of Calories and Fat", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 766-766.