Within-Category Versus Cross-Category Substitution in Food Consumption

When a desired food is unavailable, consumers often switch to substitutes. We examine how consuming cross-category vs. within-category substitutes influences consumption of the desired target. Although consumers prefer within-category substitutes, cross-category substitutes are more effective in reducing craving for and consumption of the target food.


Young Eun Huh, Carey Morewedge, and Joachim Vosgerau (2013) ,"Within-Category Versus Cross-Category Substitution in Food Consumption", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Young Eun Huh, Hong Kong University of Science and Technology, Hong Kong, China
Carey Morewedge, Carnegie Mellon University, USA
Joachim Vosgerau, Tilburg University, The Netherlands


NA - Advances in Consumer Research Volume 41 | 2013

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