The Influence of Meaning Pursuit on the Mindset and Food Preferences of Consumers: and their Implications for the "Healthy-Is-Expensive" Intuition.

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2024-07-02
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en
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This research explores the relationship between pursuit of meaning, mindset, healthy is expensive intuition, and consumers' food preferences, building on Mead & Williams’ (2022) and Haws et al.’ (2017) findings. Mead & Williams (2022) reveal that consumers who pursue meaning will opt for the most cost-effective option. Therefore, the pursuit of meaning will lead to a broader mindset, where the consumer is open to consider other cheaper and therefore less healthy food preferences. In an online experiment, 172 Dutch respondents were randomly assigned to a baseline or pursuit of meaning group, to answer questions and perform a shopping task. The results of this experiment are not in line with Mead & Williams’ (2022) findings, as pursuit of meaning did not lead to a broad or global mindset, nor to unhealthier food preferences.
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Faculteit der Managementwetenschappen
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