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

Research output: Contribution to journal › Journal article › Research › peer-review

Standard

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

Harvard

Edenbrandt, AK, Gamborg, C & Thorsen, BJ 2020, 'Observational learning in food choices: The effect of product familiarity and closeness of peers', Agribusiness, vol. 36, no. 3, pp. 482-498. https://doi.org/10.1002/agr.21638

APA

Edenbrandt, A. K., Gamborg, C., & Thorsen, B. J. (2020). Observational learning in food choices: The effect of product familiarity and closeness of peers. Agribusiness, 36(3), 482-498. https://doi.org/10.1002/agr.21638

Vancouver

Edenbrandt AK, Gamborg C, Thorsen BJ. Observational learning in food choices: The effect of product familiarity and closeness of peers. Agribusiness. 2020;36(3):482-498. https://doi.org/10.1002/agr.21638

Author

Edenbrandt, Anna Kristina ; Gamborg, Christian ; Thorsen, Bo Jellesmark. / Observational learning in food choices : The effect of product familiarity and closeness of peers. In: Agribusiness. 2020 ; Vol. 36, No. 3. pp. 482-498.

Bibtex

@article{36570954f273477aa0c236093468c690,
title = "Observational learning in food choices: The effect of product familiarity and closeness of peers",
abstract = "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.",
author = "Edenbrandt, {Anna Kristina} and Christian Gamborg and Thorsen, {Bo Jellesmark}",
year = "2020",
doi = "10.1002/agr.21638",
language = "English",
volume = "36",
pages = "482--498",
journal = "Agribusiness",
issn = "0742-4477",
publisher = "Wiley",
number = "3",

}

RIS

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