Exploring Psychographic Differences Between Preference-Based Segments in a Food Choice Situation

Natalia Maehle, Centre for applied research at NHH (SNF), Norway
Nina Iversen, BI Norwegian Business School/Centre for applied research at NHH (SNF), Norway
Leif Hem, Norwegian School of Economics, Norway
Cornelia C. Otnes, University of Illinois at Urbana-Champaign, USA
Food choice often involves contradictory goals, and therefore consumers tend to express different preferences for various product attributes. Previous research shows that individual characteristics influence these preferences. The current study aims to reveal the preference-based consumer segments in a food choice situation and explore psychographic differences between these segments.
[ to cite ]:
Natalia Maehle, Nina Iversen, Leif Hem, and Cornelia C. Otnes (2014) ,"Exploring Psychographic Differences Between Preference-Based Segments in a Food Choice Situation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 798-798.