Hedonistic Rationality: the Duality of Food Consumption

EXTENDED ABSTRACT - Why do consumers sacrifice long-term goals, and face possible ridicule, rather than control their hedonistic inclinations? For instance, they eat too much of the Awrong@ foods, spend money too freely, pile on too much credit card debt, would rather visit with friends than work or study, and prefer watching mindless television to reading, attending cultural events, or exercising. In these cases, consumers satisfy short-term hedonic goals, at the expense of long-term benefits, such as more money and a leaner, healthier body and mind. Situating this study within the context of food consumption clarifies consumer choice surrounding these behaviors.



Citation:

Angela Hausman (2005) ,"Hedonistic Rationality: the Duality of Food Consumption", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 404-405.

Authors

Angela Hausman, University of TexasBPan American



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success

Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA

Read More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.