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

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