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

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.



Citation:

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.

Authors

Jieru Xie, Virginia Tech, USA
Fengyan Cai, Shanghai Jiao Tong University, China
Rajesh Bagchi, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More

Featured

M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior

Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China

Read More

Featured

Changes in Environment Restore Self-Control

Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.