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.



Citation:

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: .

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

H12. Does Economic Development Influence Consumer Innovativeness?

Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia

Read More

Featured

D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending

Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia

Read More

Featured

B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA

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.