Menu Customization and Calorie Estimation Biases in Consumer Choice

Self-customization may involve either sequential or simultaneous evaluation of the offer’s individual components. This research explores the impact of the evaluation mode on consumers’ perceptions of the offer’s overall value in the context of food consumption, where value is reflected in perceived calorie content. Six studies suggest that when evaluating vice/virtue combinations simultaneously, consumers tend to underestimate overall calorie content such that the customized meal can be perceived as having fewer calories than the unhealthy item alone. When items are presented sequentially, however, calorie estimates depend on the particular sequence, such that a virtue followed by a vice leads to overestimation of overall calorie content.


Alexander Chernev (2010) ,"Menu Customization and Calorie Estimation Biases in Consumer Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 69-72 .


Alexander Chernev, Northwestern University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA

Read More


R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More


R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State 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.