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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

Read More

Featured

O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance

Xiaoyin YE, Xiamen University
Jun YE, Xiamen University

Read More

Featured

Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, 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.