Recipe Ingredients Predict Digital Engagement With Food Media

Two field studies (Buzzfeed's Tasty & Yummly) demonstrate that food media based on recipes rich in saturated fats receive more reactions, comments, shares, and recipe bookmarks, even when controlling for meal complexity and meal occasion (e.g., dessert). Experimental evidence suggests this effect is driven by positive affect.


Ethan Pancer, Matthew Philp, and Maxwell Poole (2020) ,"Recipe Ingredients Predict Digital Engagement With Food Media", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1207-1207.


Ethan Pancer, Saint Mary's University, Canada
Matthew Philp, Ryerson University
Maxwell Poole, Saint Mary's University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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