Mental Accounting For Food in Exceptional Contexts

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 174-178.

Authors

Abigail B. Sussman, University of Chicago, USA
Adam L. Alter, New York University, USA
Anna Paley, New York University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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