Observational learning in food choices: The effect of product familiarity and closeness of peers

Sammanfattning

The behavior among peers may be interpreted as useful information in individuals' decision processes, although such observational learning is typically not accommodated in consume choice models. This study incorporates information about other consumers' behavior in a choice experiment to evaluate if it affects choice probabilities. Market share is used as a proxy to signal that a product is chosen by many of the individual's peers. Although the effect is associated with diversity, there is a segment of individuals that perceive high market shares to carry relevant information for their food purchasing decision. Respondents who expect to hold similar or more positive preferences towards an unfamiliar food attribute relative to their peers are positively affected by a high market share. Taking information signals from peers' behavior into account may improve understanding of consumer behavior and improve our ability to predict the reception of new food aspects. [EconLit Citations: Q18; D12; D83].

Publicerad i

Agribusiness
2020, volym: 36, nummer: 3, sidor: 482-498
Utgivare: WILEY

SLU författare

• Edenbrandt, Anna Kristina

  • Institutionen för ekonomi, Sveriges lantbruksuniversitet
    

Globala målen (SDG)

SDG2 Ingen hunger

UKÄ forskningsämne

Livsmedelsvetenskap
Lärande

Publikationens identifierare

• DOI: https://doi.org/10.1002/agr.21638

Permanent länk till denna sida (URI)

https://res.slu.se/id/publ/106960