The Comfort Food Fallacy: Avoiding Old Favorites in Times of Change
AbstractConsumers hold a common intuition about their preferences for familiar things (e.g., "comfort food") in times of upheaval. This lay theory holds that familiar goods are attractive as a respite from dynamic environments and reflects a naive prediction that familiar favorites ameliorate the cognitive or emotional load associated with change. Conversely, the research in this article finds that consumers are more rather than less likely to choose novel options during times of upheaval and suggests that this paradox may occur because of the discrepancy between consumers' strategic lay theories and more automatic mind-set influences. Five studies demonstrate (1) that the comfort food fallacy effect occurs for both food and nonfood choices (despite consumer predictions to the contrary), (2) that increasing consumers' perception of life change decreases choice of familiar favorites, and (3) that the effect disappears with high involvement. Understanding this paradox of comfort consumption may help both consumers and marketers promote positive change and innovation adoption. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 36 (2010)
Issue (Month): 6 (04)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Bublitz, Melissa G. & Peracchio, Laura A. & Andreasen, Alan R. & Kees, Jeremy & Kidwell, Blair & Miller, Elizabeth Gelfand & Motley, Carol M. & Peter, Paula C. & Rajagopal, Priyali & Scott, Maura L. &, 2013. "Promoting positive change: Advancing the food well-being paradigm," Journal of Business Research, Elsevier, vol. 66(8), pages 1211-1218.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.