The Impact of Large Versus Small Menu Size on Calorie Estimation

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 792-792.


Yong Kyu Lee, York College, City University of New York, USA
Junghyun Kim, Virginia Tech, USA
Paul Herr, Virginia Tech, USA


NA - Advances in Consumer Research Volume 43 | 2015

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