Two Asymmetric and Conflicting Learning Effects of Calorie Posting on Overeating: Laboratory Snack Choice Experiment
AbstractWe develop a new framework to analyze the effect of calorie posting on overconsumption of calories in a fixed-price context (e.g., fixed-price buffets). The framework demonstrates that a desire to get `a good deal’ (transaction utility) and loss aversion can induce asymmetry between two conflicting learning effects of calorie posing: a calorie-decreasing effect of learning that one was underestimating calorie contents (LUE effect) and a calorie-increasing effect of learning that one was overestimating calorie contents (LOE effect). Our laboratory snack choice experiments confirm that the LUE effect dominates the LOE effect under the context of overconsumption, which is consistent with transaction utility theory rather than loss aversion. The findings demonstrate the potential of calorie posting to mitigate overeating.
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Bibliographic InfoPaper provided by Agricultural and Applied Economics Association in its series 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. with number 149687.
Date of creation: 2013
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Calorie posting; Calorie consumption; Learning; Transaction utility; Loss aversion; Laboratory Experiment; Agricultural and Food Policy; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Health Economics and Policy; D81; D91; I12;
Find related papers by JEL classification:
- D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
- D91 - Microeconomics - - Intertemporal Choice and Growth - - - Intertemporal Consumer Choice; Life Cycle Models and Saving
- I12 - Health, Education, and Welfare - - Health - - - Health Production
This paper has been announced in the following NEP Reports:
- NEP-AGR-2013-06-24 (Agricultural Economics)
- NEP-ALL-2013-06-24 (All new papers)
- NEP-EXP-2013-06-24 (Experimental Economics)
- NEP-UPT-2013-06-24 (Utility Models & Prospect Theory)
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