It is no longer the case that consumers choose their food products in a solely utilitarian way in order to satisfy one of their basic needs, hunger. This project will be concerned with empirically testing whether modern food consumer behavior is influenced by emotions, and if so, what these specific emotions are. Further it will be checked whether the strategies by food producers and retailers have any effect and do touch upon the consumers' emotions. And since there are likely to be differences in the effect of the different products-classes on the emotional involvement of consumers this will be considered as well.
|Short title||Emotions count: Food consumer behaviour and emotions|
|Effective start/end date||1/10/01 → 1/10/05|