Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages typically have been qualitatively generated, this article presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this...

Increasing the actual variety of an assortment has been shown previously to increase the quantity consumed. We show, however, that consumption quantities are also influenced by the perceived variety of an assortment. In combination, six lab and field studies show that the structure of an...

Why is America a land of low-calorie food claims yet high-calorie food intake? Four studies show that people are more likely to underestimate the caloric content of main dishes and to choose higher-calorie side dishes, drinks, or desserts when fast-food restaurants claim to be healthy (e.g.,...

Although the effects of shapes on area perceptions have been widely investigated, we replicate, extend, and generalize one of the few studies to relate the effects of shapes to consumption volumes (Raghubir and Krishna 1999). While Raghubir and Krishna demonstrate the effect of the elongation of...

Despite the challenged contention that consumers serve more onto larger dinnerware, it remains unclear what would cause this and who might be most at risk. The results of five studies suggest that the neglected Delboeuf illusion may explain how the size of dinnerware creates two opposing biases...