Counting Calories: How Calorie Perceptions and Estimates Diverge

Balancing calorie consumption and expenditure is vital for consumer health, yet calorie assessments can be inaccurate. Six studies find that the method of evaluating calories, whether consumers form an ordinal estimate (“very few” to “very many” calories) versus an absolute estimate (numeric response), biases calorie assessments, with real choice consequences.


Kaitlin Woolley and Peggy Liu (2020) ,"Counting Calories: How Calorie Perceptions and Estimates Diverge", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 784-785.


Kaitlin Woolley, Cornell University, USA
Peggy Liu, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices

Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More


How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More


“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, 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.