Choosing Healthy Foods: the Consumer Behaviors

Marketers are interested in predicting consumer behavior. Americans diagnosed with heart disease, diabetes, and excessive weight continues to increase, thus providing information to allow consumers to choose healthier foods becomes imperative. This research experimentally manipulates nutrition information availability, occasion for eating food away from home, dining companion, and healthiness of the dining companion’s meal during the menu selection process and investigates this and the effects of consumer characteristics on the healthiness of the consumer’s menu selection. This research utilizes a healthiness quotient to assess the healthiness of each menu item. Results are analyzed using multivariate analysis techniques.


Rebecca Hochradel and Mahesh Gopinath (2009) ,"Choosing Healthy Foods: the Consumer Behaviors", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 198-199.


Rebecca Hochradel, Delta State University, USA
Mahesh Gopinath, Old Dominion University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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