9-H: Does Larger Portion Sizes => Lower Calories? How Healthiness Beliefs Impact Calorie Estimation

Jieru Xie, Virginia Tech, USA
Fengyan Cai, Shanghai Jiao Tong University, China
Rajesh Bagchi, Virginia Tech, USA
We demonstrate a paradoxical relationship between portion size and caloric content where a larger- (vs. smaller-) sized healthy food item is judged as containing lower calories. This occurs because of a misguided notion that if a food-item is healthy, then more of it is healthier.
[ to cite ]:
Jieru Xie, Fengyan Cai, and Rajesh Bagchi (2017) ,"9-H: Does Larger Portion Sizes => Lower Calories? How Healthiness Beliefs Impact Calorie Estimation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1067-1067.