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Johnson Neyman Plot of the Interaction Between Information Search and Decision-Making Style in the Probability of Adopting the Paleo Diet
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Considering that converting linear ordinal ranking (LOR) information into interval utility values can not only improve the computability of LOR information but also explore the degree of preference for different alternatives for decision-makers hidden behind LOR information, this paper proposes a conversion-based LOR aggregation method to aggregate...
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... In fact, consumers desire transparent, accurate information (Cawley, Susskind, & Willage, 2020). In preliminary work by the authors, consumers who were more rational in their decision making were more likely to make a "better" decision by rejecting fad diets (Lee et al., 2021b). However, not all consumers are equipped to make rational choices due to poor nutrition literacy or reliance on inconsistent or incomplete information from unreliable sources (Cornish & Moraes, 2015). ...
... And, contrary to our expectations, complexity had a significant and negative influence on adoption of the Medit diet, which health professionals widely recommend. This is consistent with the authors' preliminary findings, which showed that the Medit diet is perceived similarly as fad diets (Lee et al., 2021b). ...
Despite unconfirmed health benefits, consumers continue to adopt fad diets. Based on Rogers' (2003) diffusion of innovations theory, we investigate which attributes are related to adoption of three popular fad diets (ketogenic, paleolithic, and intermittent fasting) relative to the expert-recommended Mediterranean diet. Binary logistic regression results using data from an online survey of 424 US adults revealed that a diet’s complexity was negatively associated with adoption, while a diet’s relative advantage and compatibility were not related. This study adds to the literature about pro-innovation bias by presenting evidence that Rogers’ theory may not apply to fad diet adoption behavior.
