When more is less and less is more: anchoring perceived calories through visual complexity

Festila, Alexandra and Luca, Ruxandra Monica (2020) When more is less and less is more: anchoring perceived calories through visual complexity. The Association for Consumer Research Conference, Atlanta, Georgia, October 17-20, 2019. Published in: ACR Proceedings. 47 968-968. Association for Consumer Research, Duluth, MN. ISBN 9780915552801

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Abstract

The present research looks at the effects of visual complexity (vs. visual simplicity) of package design on consumers’ calories estimation. Our findings suggest that restrained (vs. unrestrained) eaters estimate more (vs. less) calories from visually complex (vs. simple) packages.

Item Type: Conference Proceedings
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 21 May 2020 08:36
Last Modified: 13 Aug 2020 07:55
URI: http://sro.sussex.ac.uk/id/eprint/91334
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