4C When More Is Less and Less Is More: Anchoring Perceived Calories Through Visual Complexity

The present research looks at the effects of visual complexity (vs. visual simplicity) of package design on consumers’ calories estimation. Our findings suggest that restrained (vs. unrestrained) eaters estimate more (vs. less) calories from visually complex (vs. simple) packages.



Citation:

Alexandra Festila and Ruxandra Monica Luca (2019) ,"4C When More Is Less and Less Is More: Anchoring Perceived Calories Through Visual Complexity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 968-968.

Authors

Alexandra Festila, Aarhus University, Denmark
Ruxandra Monica Luca, University of Sussex, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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