Visual size matters: The effect of product depiction size on calorie estimates

Aner Tal, Yaniv Gvili, Moty Amar

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Consumers’ calorie estimates are often biased and inaccurate. Even the presence of relevant nutritional information may not suffice to prevent consumer biases in calorie estimation. The current work demonstrates across two studies that visual cues given by larger product depictions lead to increased calorie estimates. Further, it demonstrates that these effects occur even when consumers are given, and notice, information about product quantity. The findings thus shed light on a novel biasing effect on consumer calorie evaluation, and, more generally, the findings provide evidence for the importance of visual inputs over textual ones in consumers’ nutritional assessment of food products. In this, the current research provides insights relevant to helping nutritional literacy via awareness of biasing influences on caloric assessment. In the same manner, the research also provides insights that may assist the regulator protecting consumers by highlighting factors biasing nutritional assessment.

Original languageEnglish
Article number12392
JournalInternational Journal of Environmental Research and Public Health
Issue number23
StatePublished - 1 Dec 2021
Externally publishedYes


  • Biases
  • Calories
  • Food judgment
  • Nutrition
  • Visual cues

ASJC Scopus subject areas

  • Pollution
  • Public Health, Environmental and Occupational Health
  • Health, Toxicology and Mutagenesis


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