How the interplay of variety and processing strategy affects calorie estimates

The variety of food items that compose a meal can influence estimates of the calories they contain. Similarly, the variety of activities in an exercise program might influence estimates of the calories they burn. In each case, however, the nature of this influence can depend on the mental process that underlies these estimates. When consumers directly make calorie estimates and consider a set of items as a whole, they make higher calorie estimates if the items vary in appearance than if are identical. When consumers imagine themselves consuming each item in turn, however, they imagine becoming satiated more quickly, and make higher estimates, if the items are identical. Five studies confirm the interactive effect of variety and consumption simulation on both consumers’ calorie estimates and their downstream consequences.