The Impact of Crowding on Calorie Consumption

Stefan J Hock, Rajesh Bagchi, Darren DahlEditor and Eduardo AndradeAssociate Editor

Journal of Consumer Research, 2018, vol. 44, issue 5, 1123-1140

Abstract: 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.

Keywords: crowding; density; food consumption; calories; distraction; affective processing (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:44:y:2018:i:5:p:1123-1140.

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