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

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