Hedonistic rationality: Healthy food consumption choice using muddling-through
AbstractThis 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.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 65 (2012)
Issue (Month): 6 ()
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Web page: http://www.elsevier.com/locate/jbusres
Muddling-through; Food consumption; Hedonic consumption; Decision-making;
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