5M Exploring the Wisdom of Brand Comfort: an Investigation of Comfort Foods and Comfort Brands

Results of two nationwide studies reveal that comfort food is quite regularly consumed and for numerous reasons besides emotional support. Moreover, non-food comfort brands are similarly sought after by consumers. Thus, it appears that consumers desire “brand comfort,” an intriguing and important behavioral notion that extends far beyond food choices.



Citation:

Kirk Damon Aiken, Matthew Meuter, Ajay Sukhdial, and Phoebe Jones (2019) ,"5M Exploring the Wisdom of Brand Comfort: an Investigation of Comfort Foods and Comfort Brands", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 955-955.

Authors

Kirk Damon Aiken, California State University, Chico, USA
Matthew Meuter, California State University, Chico, USA
Ajay Sukhdial, Oklahoma State University, USA
Phoebe Jones, California State University, Chico, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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