In the last few years, vegetarian products have become a widespread dietary option in food industry to the point that large retail chains such as McDonald's has offered a vegetarian burger to their customers (e.g., the Grand Veggie). In the present research, two studies investigated the influence of a vegetarian label on calorie perception, frequency consumption and food choices. In the first study (N = 211) participants were randomly assigned to an experimental design 2 (burger type: Grand Veggie vs Big Mac). In the second study (N = 915), participants were either exposed to a similar burger labeled vegetarian or a meat-based. Both studies show that vegetarian products are perceived as being less caloric than their non-vegetarian equivalents. However, participants do not report more intention to eat more vegetarian products and do not lead to differences in menu composition.

中文翻译：

---

晕，是肉！素食标签对卡路里认知和食物选择的影响。

在过去的几年中，素食产品已成为食品行业中广泛的饮食选择，以至于像麦当劳这样的大型零售连锁店已经向其顾客提供素食汉堡（例如Grand Veggie）。在本研究中，两项研究调查了素食标签对卡路里感知，频率消耗和食物选择的影响。在第一个研究（N = 211）中，参与者被随机分配到实验设计2中（汉堡类型：Grand Veggie vs Big Mac）。在第二项研究（N = 915）中，参与者要么暴露于类似的贴有素食标签的汉堡，要么暴露于肉类汉堡。两项研究均表明，与非素食产品相比，素食产品的热量较低。然而，