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How and Why Our Eating Decisions Neglect Infrequently Consumed Foods

Author

Listed:
  • Abigail B Sussman
  • Anna Paley
  • Adam L Alter
  • Margaret C Campbell
  • Susan M Broniarczyk

Abstract

This article introduces a novel distinction between foods as a function of the frequency with which consumers eat them, and investigates how this distinction influences dietary beliefs and decisions. It compares food types perceived to be consumed relatively infrequently (i.e., infrequent foods) to those perceived to be consumed relatively frequently (i.e., frequent foods). Across an analysis of archival data from a popular calorie tracking app and five experiments examining hypothetical consumption decisions, findings support the conclusion that infrequent foods provide unique challenges for consumers. All else equal, consumers select larger portions of infrequent (vs. frequent) foods. Further, consumers are less likely to compensate (i.e., eat less) after consuming equal amounts of infrequent versus frequent foods. This pattern of results arises because consumers erroneously believe that infrequent foods have a smaller impact on their weight than frequent foods do, even in the presence of caloric information. Optimistically, participants can be taught to overcome this bias through a brief informational intervention.

Suggested Citation

  • Abigail B Sussman & Anna Paley & Adam L Alter & Margaret C Campbell & Susan M Broniarczyk, 2021. "How and Why Our Eating Decisions Neglect Infrequently Consumed Foods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(2), pages 251-269.
  • Handle: RePEc:oup:jconrs:v:48:y:2021:i:2:p:251-269.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucab011
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    Cited by:

    1. Billore, Soniya & Anisimova, Tatiana & Vrontis, Demetris, 2023. "Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda," Journal of Business Research, Elsevier, vol. 156(C).
    2. Cheng, Yimin & Zhang, Kuangjie & Zhuang, Xuhong, 2024. "Follow your heart or your mind: The effect of consumption frequency on consumers’ reliance on feelings," Journal of Business Research, Elsevier, vol. 175(C).

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