Embarrassed By Calories: Joint Effect of Calorie Posting and Social Context

This research investigates the joint effect of calorie posting and social context on consumers’ food choices and embarrassment. We hypothesize and demonstrate that posting calorie information on a menu becomes more effective in reducing the total calorie of meal orders when the food is ordered in public (vs. in private).


Melis Ceylan, Nilufer Z. Aydinoglu, and Vicki G. Morwitz (2020) ,"Embarrassed By Calories: Joint Effect of Calorie Posting and Social Context ", 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: 266-268.


Melis Ceylan, Bilkent University, Turkey
Nilufer Z. Aydinoglu, Koc University, Turkey
Vicki G. Morwitz, Columbia University, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More


Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More


N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

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.