The Impact of Large Versus Small Menu Size on Calorie Estimation

Junghyun Kim, Virginia Tech, USA
Yong Kyu Lee, York College, CUNY, USA
Paul Herr, Virginia Tech, USA
This research proposes that consumers estimate an item’s caloric content as greater (less) in a menu with more (fewer) choices. We suggest that consumers estimate higher calories in a larger menu because they use an average caloric content of a menu as a proxy within the subjectively formed calorie range.
[ to cite ]:
Junghyun Kim, Yong Kyu Lee, and Paul Herr (2016) ,"The Impact of Large Versus Small Menu Size on Calorie Estimation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 510-511.