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Hedonistic rationality: Healthy food consumption choice using muddling-through

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  • Hausman, Angela

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.

Suggested Citation

  • Hausman, Angela, 2012. "Hedonistic rationality: Healthy food consumption choice using muddling-through," Journal of Business Research, Elsevier, vol. 65(6), pages 794-801.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:794-801
    DOI: 10.1016/j.jbusres.2010.12.018
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    References listed on IDEAS

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    5. Moorman, Christine & Matulich, Erika, 1993. "A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 208-228, September.
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    Cited by:

    1. Isabelle Chalamon & Lydiane Nabec, 2016. "Why Do We Read On-Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(2), pages 403-429, July.
    2. Bui, My (Myla) & Tangari, Andrea Heintz & Haws, Kelly L., 2017. "Can health “halos” extend to food packaging? An investigation into food healthfulness perceptions and serving sizes on consumption decisions," Journal of Business Research, Elsevier, vol. 75(C), pages 221-228.
    3. Jakubanecs, Alexander & Fedorikhin, Alexander & Iversen, Nina M., 2018. "Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?," Journal of Business Research, Elsevier, vol. 91(C), pages 221-232.
    4. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    5. Davod Ahmadi & Kate Sinclair & Narges Ebadi & Gabrielle Helal & Hugo Melgar-quinonez, 2017. "Major References for Learning About Healthy Eating: Differences Between Canadian Anglophone and Francophone Men and Women," SAGE Open, , vol. 7(2), pages 21582440177, May.
    6. Dibb, Sally & Merendino, Alessandro & Aslam, Hussan & Appleyard, Lindsey & Brambley, William, 2021. "Whose rationality? Muddling through the messy emotional reality of financial decision-making," Journal of Business Research, Elsevier, vol. 131(C), pages 826-838.

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