The Primacy of “What” Over “How Much”: How Type and Quantity Shape Healthiness Perceptions of Food Portions

Peggy Liu, University of Pittsburgh, USA
Kelly Haws, Vanderbilt University, USA
Karen Scherr, Duke University, USA
Joseph Redden, University of Minnesota, USA
James Bettman, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Six studies test our proposal that consumers treat food type as a primary dimension and food quantity as a secondary dimension in health impact, such that a change in type (vs. quantity) has a greater impact on perceived health impact, even when holding objective impact constant in terms of calories.
[ to cite ]:
Peggy Liu, Kelly Haws, Karen Scherr, Joseph Redden, James Bettman, and Gavan Fitzsimons (2017) ,"The Primacy of “What” Over “How Much”: How Type and Quantity Shape Healthiness Perceptions of Food Portions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 233-237.