Cue-Based Decision Making. A new framework for understanding the uninvolved food consumer

This article examines the processes that occur within the consumer's head as they make a choice between alternative market offers at a low level of involvement. It discusses recent research that indicates that the Theory of Planned Behaviour and its derivatives have restricted validity as a predictor of food consumers’ evaluations and purchase patterns. This has significant implications as Planned Behaviour is the dominant paradigm within food industry research. The article demonstrates that Planned Behaviour has acquired this status more by default than by proven merit. The specific reasons for the failure of Planned Behaviour are discussed. An alternative paradigm, Cue-Based Decision Making is developed from an existing literature, and is proposed as a basis for increasing our understanding of the uninvolved food consumer in order to predict and influence their behaviour.