Approach Versus Avoidance Motivations in Food Selection

Food choice is an important question for the fields of marketing, psychology, and public health. To what extent are approach and avoidance motivations important in the food selection process? The ConsumerStyles panel survey of 12,638 people was used for this research, using a total of 54 questions about a variety of food and health issues. The results support both approach and avoidance motivations. Approach and avoidance motivations are related to and predictive of the selection of foods. Therefore, the results support the utility of the approach and avoidance concept in understanding food selection.


Michael Basil (2011) ,"Approach Versus Avoidance Motivations in Food Selection", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 563-564.


Michael Basil, University of Lethbridge, Canada


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More


No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

Read More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.