Is Obesity Caused by Calorie Underestimation? A Psychophysical Model of Meal Size Estimation

Vol. XLIV (February 2007), 84–99 84 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Pierre Chandon is Assistant Professor of Marketing, INSEAD (e-mail: [email protected]). Brian Wansink is John S. Dyson Chair of Marketing and of Nutritional Science, Applied Economics and Management Department, Cornell University (e-mail: [email protected]). The authors thank Jill North, James E. Painter, and the American Association of Diabetes Educators for help with data collection. Helpful comments on various aspects of this research were provided by the anonymous JMR reviewers; John Lynch; Brian Sternthal; Paul Bloom; Priya Raghubir; Aradhna Krishna; Alex Chernev; Miguel Brendl; Gita Johar; Chris Moorman; and those who participated when the authors presented this research at INSEAD, Wharton, the University of Illinois, Urbana–Champaign, Kellogg, the University of North Carolina, Chapel Hill, Duke, New York University, the University of Florida, Gainesville, and the University of California, Berkeley. PIERRE CHANDON and BRIAN WANSINK*