Consumer Food Decisions For Distant Versus Close Others

Little research has studied how consumers make food decisions such as recommendations and choices for others, especially others varying in social distance. We argue that consumers make different food recommendations and choices for socially distant versus close others. Results of two studies find that consumer exhibit a consistent pattern when making decisions for distant others, i.e., they tend to recommend healthy options but choose tasty ones. However, the decisions for close others are affected by factors such as decision makers’ concerns over others’ feedback on the decision and the decision scenario (a single choice or sequential choices).


Jing Lei and Ying Jiang (2011) ,"Consumer Food Decisions For Distant Versus Close Others", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 16-18.


Jing Lei, University of Melbourne
Ying Jiang, University of Ontario Institute of Technology


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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