The Eating Balance Act: Consumer Choices and Eating Motivations
What drives consumers to make eating decisions? How do they balance their priorities to get what they want? And, how should the industry address this behavior?
The good news for consumers is that they have become empowered. The bad news is that they have become empowered. They now know everything can be negotiated. They know everyone can have a latte. They know that that loyalty can be dangerous; that fat-free doesn’t make you skinny; that simplicity is complicated; and much more.
With this power comes tradeoffs. It exhilarates and stresses; streamlines and complicates; informs and overloads; links and isolates; and expands and disconnects. Because of this, consumers are constantly negotiating with themselves to find a balance between their emotional needs and the functional realities of their daily life. Take for example the decision to order a pizza for dinner. Before making that call, a consumer likely runs either/or scenarios like these through his/her head:
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With this power comes tradeoffs. It exhilarates and stresses; streamlines and complicates; informs and overloads; links and isolates; and expands and disconnects. Because of this, consumers are constantly negotiating with themselves to find a balance between their emotional needs and the functional realities of their daily life. Take for example the decision to order a pizza for dinner. Before making that call, a consumer likely runs either/or scenarios like these through his/her head:
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