Mood Pattern for Savory and Confectionary Food Item Among Gen-Y Women From Social Identity Standpoint

Abstract

Much of the research in compulsive buying behavior has focused on broad personality traits of women. Such behavioral tendencies have been seen more in women than men. There have been certain papers attributed to geographical differences leading to differences in food habits as well. But, there has been little or no research specifically addressing Gen-Y women and what social identity differences lead to variation in their compulsive comfort food buying choices.