Observational learning in food choices: The effect of product familiarity and closeness of peers
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Observational learning in food choices : The effect of product familiarity and closeness of peers. / Edenbrandt, Anna Kristina; Gamborg, Christian; Thorsen, Bo Jellesmark.
In: Agribusiness, Vol. 36, No. 3, 2020, p. 482-498.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Observational learning in food choices
T2 - The effect of product familiarity and closeness of peers
AU - Edenbrandt, Anna Kristina
AU - Gamborg, Christian
AU - Thorsen, Bo Jellesmark
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
U2 - 10.1002/agr.21638
DO - 10.1002/agr.21638
M3 - Journal article
VL - 36
SP - 482
EP - 498
JO - Agribusiness
JF - Agribusiness
SN - 0742-4477
IS - 3
ER -
ID: 237042269