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.


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.


Angela Hausman, University of TexasBPan American


NA - Advances in Consumer Research Volume 32 | 2005

Share Proceeding

Featured papers

See More


Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More


Semantic Processes in Memory-Based Consumer Decision Making

Sudeep Bhatia, University of Pennsylvania, USA

Read More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

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.