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.