Some Like It Hot: the Effect of Serving Temperature on Perceived Caloric Content and Intent to Purchase Complementary Food

This research introduces the serving temperature bias, defined as the belief that a food or beverage served hot has more calories than the same item served cold. Across an observational field study and controlled experiments, we demonstrate the robustness of this bias and the theoretical process underlying the effect.



Citation:

Sara Baskentli, Lauren Block, and Maureen Morrin (2017) ,"Some Like It Hot: the Effect of Serving Temperature on Perceived Caloric Content and Intent to Purchase Complementary Food", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 233-237.

Authors

Sara Baskentli, Baruch College, USA
Lauren Block, Baruch College, USA
Maureen Morrin, Temple University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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