Mental Accounting For Food in Exceptional Contexts

Abigail B. Sussman, University of Chicago, USA
Adam L. Alter, New York University, USA
Anna Paley, New York University, USA
Across five studies, we show that the perceived dietary effect of a food depends on where that food is encountered. People underestimate the impact of calories consumed in exceptional contexts, thus preferring larger portions. Using a mental accounting framework, we suggest errors in both booking and posting drive the effects.
[ to cite ]:
Abigail B. Sussman, Adam L. Alter, and Anna Paley (2016) ,"Mental Accounting For Food in Exceptional Contexts", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 174-178.