Study: What You Eat May Determine What You Buy

By Jennifer Napier-Pearce

Salt Lake City, UT – New research from two University of Utah marketing professors shows there may be a correlation between what you eat and what you buy. Husband-and-wife researchers Arul Mishra and Himanshu Mishra wanted to find out if diet affects impulse shopping. As Arul Mishra tells KUER's Jennifer Napier-Pearce, it made perfect sense to conduct a survey about Black Friday retail deals right after Thanksgiving dinner.

Himanshu Mishra and Arul Mishra are assistant professors of marketing in the David Eccles School of Business at the University of Utah. Their research showing a link between a traditional Thanksgiving feast and restraint on Black Friday will be published in the Journal of Marketing Research.