You Are What (And How, and With Whom) You Eat: Effects of Food Identity on Preferences, Choice and Consumption

Lauren Grewal, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Nicole Coleman, University of Pittsburgh, USA
Though the bulk of consumer research in the food domain has focused on peoples’ indulgent or restriction behavior, we propose that variance on this dimension does not capture the totality of consumers’ food relationships. To provide a richer conceptualization of individuals’ experiences with food, we propose four distinct food identities.
[ to cite ]:
Lauren Grewal, Cait Lamberton, and Nicole Coleman (2015) ,"You Are What (And How, and With Whom) You Eat: Effects of Food Identity on Preferences, Choice and Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 543-543.