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

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