February 22, 2022
Fior Reports recently published insight featuring Carey Morewedge, Professor of Marketing, discussing his study which analyzed the daily eating habits of thousands of Americans and French participants. The goal of the study was to understand how often people eat the same meal every day for breakfast, lunch, and dinner, and the motivations behind it.
“If we focus on it, we can pursue pleasure and variety. A little joy in the morning helps you start the day on the right foot.”
Carey Morewedge
Professor of Marketing
This article outlines Carey and his co-researchers’ curiosity regarding meal choices, finding two main types of goals: utilitarian, which places practicality above all else, and hedonic, which puts pleasure before practicality. It has been shown that people are more likely to pursue useful goals and make practical decisions in the early morning when their energy levels are higher. Carey concluded that it is possible to break a pattern of eating the same food each morning for breakfast when stating, “If we focus on it, we can pursue pleasure and variety,” adding, “A little joy in the morning helps you start the day on the right foot.”