The Impact of Crowding on Calorie Consumption

Bibliographic Data

ID2237504
AuthorsStefan J Hock (0000-0003-3530-7005, George Mason University, 125 Enterprise Hall, Fairfax, VA 22030, corresponding author), Rajesh Bagchi (Virginia Tech, 2023 Pamplin Hall, Blacksburg, VA 24061)
EditorsDarren Dahl, Eduardo Andrade (0000-0002-5735-4286)
Year2018
Volume44
Issue5
Pages1123-1140
Publication date2018-02-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (PUBLISHER • GB)
DOI10.1093/jcr/ucx088
OpenAlexW2747144610
LanguageEN
Citations received12
References cited73

Consumer behavior is often influenced by subtle environmental cues, such as temperature, color, lighting, scent, or sound. We explore the effects of a not-so-subtle cue-human crowding-on calorie consumption. Although crowding is an omnipresent factor, it has received little attention in the marketing literature. We present six studies showing that crowding increases calorie consumption. These effects occur because crowding increases distraction, which hampers cognitive thinking and evokes more affective processing. When consumers process information affectively, they consume more calories. We show the specific reason for the increase in calories. When given a choice between several different options, people select and eat higher-calorie items, but when presented with only one option, people eat more of the same food item. We document this process, rule out alternative explanations, and discuss theoretical and managerial implications

Advertising · Biology · Business · Calorie · Cognition · Cognitive psychology · Consumption (sociology) · Crowding · Distraction · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Multisensory perception and integration · Psychology · Social Psychology

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