Wanting More, Seeing Less: Hunger Reduces Calorie Evaluations

Calorie estimates play an important role in the regulation of food consumption. Lower calorie estimates contribute to increased consumption, and consequently increase the risk of obesity. The current work presents a novel contribution demonstrating the biasing effect of hunger on calorie evaluations. Study 1 (N = 70) was a field study, where participants visiting a cafeteria estimated calories in four baked goods, with measures taken of their hunger level and their having had lunch. Study 2 was a lab study, where half of the participants (N = 65) fasted for five hours prior to the study, and then estimated calories in three baked goods. Study 1 found lower calorie estimations by hungry participants (M = 255.52, SD = 112.55) relative to lower hunger participants (M = 311.94, SD = 135.85): F(1, 67) = 6.07, p = 0.02. In study 2, the average estimated calories was lower for fasting participants (M = 253.11, SD = 126.13) than for non-fasting participants (M = 301.75, SD = 145.26). The studies demonstrate that motivations generated by physical state (hunger) alter calorie evaluations. This finding is surprising given that motivation generally leads to estimating more of a desired quantity. The study also presents a novel domain of biases in calorie estimation. This reduction in calorie estimates due to hunger may occur if calories are assessed relative to needs, or serve to allow people to justify increased food consumption. Accounting for such biases, particularly in cases of low nutrition literacy, is important in order to reduce the overeating that may be generated by calorie estimation biases.