19. Homo economicus Rears Its Head

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch19

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Homo economicus Rears Its Head, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch19

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • Homo economicus - rearing its head;
  • price study with price as dependent variable;
  • effects of price as package or information variable;
  • getting our feet wet in pricing with combo meals;
  • concept for “fast food combo meal” - driving price, a consumer is willing to pay;
  • moving into packaging - price as rating versus stimulus;
  • price as dependent variable—fish study 1;
  • FAIR PRICE and fish package;
  • beyond price and interest - “expected value” of package element;
  • part-worth contribution of elements


This chapter contains sections titled:

  • Introduction

  • Where Does Price Fit?

  • Doing the Price Study with Price as a Dependent Variable

  • Getting Our Feet Wet in Pricing with Combo Meals

  • Moving into Packaging: Price as a Rating versus as a Stimulus

  • What is the FAIR Price?

  • Asking the Question—What We Had to Consider

  • What the Data Tell Us from This First Study on Fish

  • Beyond Price and Interest to the “Expected Value” of a Package Element

  • What Pricing Contributes When It Is a Stimulus

  • Summing Up

  • References