Within-Category Versus Cross-Category Substitution in Food Consumption

Young Eun Huh, Hong Kong University of Science and Technology, Hong Kong, China
Carey Morewedge, Carnegie Mellon University, USA
Joachim Vosgerau, Tilburg University, The Netherlands
When a desired food is unavailable, consumers often switch to substitutes. We examine how consuming cross-category vs. within-category substitutes influences consumption of the desired target. Although consumers prefer within-category substitutes, cross-category substitutes are more effective in reducing craving for and consumption of the target food.
[ to cite ]:
Young Eun Huh, Carey Morewedge, and Joachim Vosgerau (2013) ,"Within-Category Versus Cross-Category Substitution in Food Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.