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
Share Proceeding
Featured papers
See MoreFeatured
When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions
Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA
Featured
Q13. Liquid Consumption From Another Perspective: The Case of “Investomers”
Carina Hoffmann, Heinrich-Heine-University
Lasse Meißner, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
Featured
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China