Happy Fat Or Staying Thin? Evolutionary Motives Underlying Consumer Food Choice

We propose a new perspective for understanding healthy eating that explores social factors and the underlying evolutionary motives that influence eating behaviors. Specifically, we explore how evolutionary motives for affiliation in social groups and mate retention in personal relationships drive consumers to match the unhealthy or healthy eating styles of others.


Rob Richerson, Blair Kidwell, and Virginie Lopez-Kidwell (2012) ,"Happy Fat Or Staying Thin? Evolutionary Motives Underlying Consumer Food Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1108-1108.


Rob Richerson, University of Kentucky, USA
Blair Kidwell, Ohio State University, USA
Virginie Lopez-Kidwell, University of Kentucky, USA


NA - Advances in Consumer Research Volume 40 | 2012

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