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Consumers’ preference for a fruit are first explained by its specific attributes and benefits. Next, consumers' goals, emotions, and cultural values provide further insights into transituational motives for consumption.
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This page is a summary of: The spirit of the fruit: contextual and transituational motives for consumption, British Food Journal, January 2023, Emerald,
DOI: 10.1108/bfj-06-2022-0518.
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