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The Impact of Crowding on Calorie Consumption

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  • Stefan J Hock
  • Rajesh Bagchi
  • Darren DahlEditor
  • Eduardo AndradeAssociate Editor

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.

Suggested Citation

  • Stefan J Hock & Rajesh Bagchi & Darren DahlEditor & Eduardo AndradeAssociate Editor, 2018. "The Impact of Crowding on Calorie Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1123-1140.
    • Handle: RePEc:oup:jconrs:v:44:y:2018:i:5:p:1123-1140.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucx088
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    References listed on IDEAS

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    Cited by:

    1. Gong, Siyu & Suo, Danni & Peverelli, Peter, 2023. "Maintaining the order: How social crowding promotes minimalistic consumption practice," Journal of Business Research, Elsevier, vol. 160(C).
    2. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.
    3. Luqiong Tong & Jing Li, 2023. "The Influence of Social Crowding on Consumer Creativity," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(11), pages 1-26, February.
    4. Kevin Ankney, 2021. "Do Credit Constraints Explain the Energy Efficiency Gap? Evidence from the U.S. New Vehicle Market," Working Papers gueconwpa~21-21-17, Georgetown University, Department of Economics.
    5. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    6. Qamar ABBAS & Muhammad RAMZAN & Sumbal FATIMA, 2022. "Financial development and public debt. Estimating the role of institutional quality," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(3(632), A), pages 5-26, Autumn.
    7. Young, Jeffrey S., 2021. "Measuring palatability as a linear combination of nutrient levels in food items," Food Policy, Elsevier, vol. 104(C).

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