The Comfort Food Fallacy and its Implications
by Rajan Sambandam
Wednesday, 18 August 2010
Category Market Research
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Rajan Sambandam
Chief Research Officer
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During times of upheaval do people naturally choose what is familiar or don’t they? The notion of “comfort food” seems to imply that when faced with trying situations people take comfort in certain old favorites that, well, comfort them. This is conventional wisdom and as we know researchers like to question said wisdom. That is what Stacy Wood set out to do and her findings offer interesting implications for marketers.
Tags: Food, Consumer Behavior
