The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation
Given the inconsistent findings about the relationship between food variety and calorie estimation, this research proposes simulation of eating as one moderator. Specifically, we propose that when a simulation of eating is (not) stimulated, food variety decreases (increases) consumers’ calorie estimation. Three experiments demonstrated this proposition and its underlying mechanism.
Liang Shen, Fengyan Cai, and Ying Yu (2018) ,"The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 945-945.
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
NA - Advances in Consumer Research Volume 46 | 2018
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