How You Estimate Calories Matters: Calorie Estimation Reversals

Consumers often form calorie estimates. How consumers estimate calories can systematically bias their calorie assessments. We distinguish between magnitude estimates—when consumers judge whether something has “very few” to “many” calories—and numeric estimates—when consumers estimate a number of calories. These two estimation modes lead to calorie estimate reversals when assessing calories in stimuli that trade off type and quantity, such as...