Hedonistic rationality: Healthy food consumption choice using muddling-through

Angela Hausman

Journal of Business Research, 2012, vol. 65, issue 6, 794-801

Abstract: This study offers a comprehensive understanding of factors affecting food consumption by grounding hypotheses within the theory of muddling-through. Muddling-through is a decision-making theory that explains decisions based on conflicting goals and contexts where applying analytics to aid decision-making offers severe limitations (Lindblom, 1959). Results based on two separate datasets demonstrate the substantial explanatory ability of muddling-through in understanding healthy eating behaviors. The article concludes with implications for consumers and organizations promoting healthy food consumption and future research.

Keywords: Muddling-through; Food consumption; Hedonic consumption; Decision-making (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:6:p:794-801

DOI: 10.1016/j.jbusres.2010.12.018

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