Reducing Monotony For Breakfast: a Goal-Based Account

Why do people eat the same breakfast everyday, but desire different lunches and dinners? We find across diary, day reconstruction, and experimental data that goals, rather than time scarcity, modulate variety-seeking in meals throughout the week. The impact of a hedonic goal change on variety-seeking decreases from breakfast to dinner.


Romain Cadario and Carey K. Morewedge (2019) ,"Reducing Monotony For Breakfast: a Goal-Based Account", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 481-482.


Romain Cadario, IESEG School of Management, France
Carey K. Morewedge, Boston University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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