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What makes you grab low carb beers?

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What makes people choose low-carbohydrate, high-protein food (low-carb food), which is good for health but usually tastes bad? Using panel data on US beer consumption in which each consumption occasion is uniquely associated with various companion-based consumption contexts and exposure levels to diet information, we analyse the variations in consumers’ preferences for low-carb food. The results show that there exist considerable gender differences in the preference variation under peer pressure. First, single females behave in a way they dislike drinking low-carb beer in front of friends, spouses and significant others. Second, male (both married and single) and married females pretend to choose low-carb beer when accompanied by spouses or significant others. Finally, the elasticity of demand for healthy food with respect to news articles about low-carb diets is positive, yet with substantial differences in the degree of elasticity across demographic groups.
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Keywords: D12; I10; L66; healthy food choice; low-carb beer; peer pressure; variations in preferences

Document Type: Research Article

Affiliations: 1: Korea Advanced Institute of Science and Technology, 291 Daehak-Ro, Yuseong-Gu, Daejeon, 305–701, Korea 2: Department of Economics, Sogang University, Shinsu-Dong, Mapo-Gu, Seoul, 121–742, Korea

Publication date: 2014-05-03

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