The Impact of Large Versus Small Menu Size on Calorie Estimation

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 510-511.


Junghyun Kim, Virginia Tech, USA
Yong Kyu Lee, York College, CUNY, USA
Paul Herr, Virginia Tech, USA


NA - Advances in Consumer Research Volume 44 | 2016

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