Can a Single Digit Make Consumers Eat Less? the Influence of Calorie Presentation Format on Consumers’ Unhealthy Food Consumption

This research shows that a round-number presentation (as opposed to precise presentation) of food calorie information will decrease consumers’ consumption of unhealthy foods. This is because the enhanced fluency of processing round (vs. precise) numbers will magnify perceived risk associated with calorie intake, which in turn decreases consumption level.



Citation:

Li ZHOU, Leilei Gao, and Guowei ZHU (2020) ,"Can a Single Digit Make Consumers Eat Less? the Influence of Calorie Presentation Format on Consumers’ Unhealthy Food Consumption", 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: 816-819.

Authors

Li ZHOU, Hunan Normal University
Leilei Gao, Chinese University of Hong Kong, China
Guowei ZHU, Hunan University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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