Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Fast and frugal food choices : uncovering individual decision heuristics
Authors: Scheibehenne, Benjamin
Miesler, Linda
Todd, Peter M.
DOI: 10.1016/j.appet.2007.03.224
Published in: Appetite
Volume(Issue): 49
Issue: 3
Pages: 578
Pages to: 589
Issue Date: 2007
Publisher / Ed. Institution: Elsevier
ISSN: 0195-6663
Language: English
Subject (DDC): 150: Psychology
658.8: Marketing management
Abstract: Research on food decision making is often based on the assumption that people take many different aspects into account and weight and add them according to their personally assessed importance. Yet there is a growing body of research suggesting that people's decisions can often be better described by simple heuristics-rules of thumb that people use to make choices based on only a few important pieces of information. To test empirically whether a simple heuristic is able to account for individual food decisions, we ran a computerized experiment in which participants (N = 50) repeatedly chose between pairs of 20 lunch dishes that were sampled from a local food court. A questionnaire assessed individual importance weights as well as evaluation ratings of each lunch dish on nine different factors. Our results show that a simple lexicographic heuristic that only considers each participant's most important factors is as good at predicting participants' food choices as a weighted additive model that takes all factors into account. This result questions the adequacy of weighted additive models as sole descriptions of human decision making in the food domain and provides evidence that food choices may instead be based on simple heuristics.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: Life Sciences and Facility Management
School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Institute of Natural Resource Sciences (IUNR)
Appears in collections:Publikationen Life Sciences und Facility Management

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