This study examines the behavioral science support for a set of twenty food‐buying principles that a content analysis revealed are the most commonly cited in consumer education textbooks in the 1980s. Three types of principles are found; they differ in the consumer behaviors they recommend as well as in the nature and strength of support they receive in the behavioral science literature. In addition, a Multiple Gatekeeping Model is developed to account for low consumer usage of many of the food‐buying principles.
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Friedman et al. (1988) studied this question.
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