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Why can calorie posting be apparently ineffective? The roles of two conflicting learning effects

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  • Shimokawa, Satoru

Abstract

We investigate why the aggregate effect of calorie posting on calorie consumption can be insignificant by decomposing the learning effect into two conflicting components: a calorie-decreasing effect of learning that one was underestimating caloric content (LUE), and a calorie-increasing effect of learning that one was overestimating caloric content (LOE). Our lab snack-order experiments demonstrate the existence of the LUE effect (−8.3%) and the LOE effect (+4.8%), where the aggregate learning effect is −5.8%. Our results also imply that the LUE can be cancelled out by a positive saliency effect, while the undesirable saliency effect may be mitigated by combining the calorie posting with information about daily calorie needs.

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  • Shimokawa, Satoru, 2016. "Why can calorie posting be apparently ineffective? The roles of two conflicting learning effects," Food Policy, Elsevier, vol. 64(C), pages 107-120.
    • Handle: RePEc:eee:jfpoli:v:64:y:2016:i:c:p:107-120
    DOI: 10.1016/j.foodpol.2016.09.007
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    Cited by:

    1. Guan, Lijun & Huang, Zuhui & Jin, Shaosheng, 2022. "Time preference and nutrition label use: Evidence from China," Economics & Human Biology, Elsevier, vol. 47(C).
    2. Guan, Lijun & Zhang, Yan & Jin, Shaosheng & Zhou, Lin, 2021. "Understanding the low use rate of food nutrition information in China," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 24(5), April.
    3. Satoru Shimokawa & Dezhuang Hu & Dandan Li & Hong Cheng, 2021. "The urban–rural gap in the demand for food safety in China: The role of food label knowledge," Agricultural Economics, International Association of Agricultural Economists, vol. 52(2), pages 175-193, March.

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    More about this item

    Keywords

    Calorie consumption; Calorie posting; Laboratory experiment; Learning;
    All these keywords.

    JEL classification:

    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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