In Print: ‘Rethinking Consumer Data and Behavior’

Publication title

Rethinking Consumer Data and Behavior

Purdue authors

Nicole Olynk Widmar
Michael Smith
Erin Robinson

Publisher

Purdue University Press

Publication date

April 15, 2026

About the book (from the publisher)

Today’s food and agricultural consumers are driven by more than just price — they are influenced by trust, values and perceptions that are often difficult to measure. “Rethinking Consumer Data and Behavior” explores what truly shapes consumer choices and how businesses can respond effectively.

This book utilizes research on loyalty, risk, sustainability and ethical considerations, revealing how these factors influence purchasing decisions in ways traditional data often misses. It examines consumers’ willingness to pay for local and organic products, the impact of food labeling and safety messaging, and the surprising role of sensory cues such as appearance and taste. The book also addresses the behavioral economics behind decision-making and why stated intentions rarely match real-world actions.

Intended for professionals in food and agribusiness, “Rethinking Consumer Data and Behavior” delivers insights that go beyond the numbers, helping readers interpret consumer signals accurately and adapt strategies to keep pace with a rapidly changing market. By rethinking how we view consumer data and behavior, this book provides a road map for building trust, aligning values and creating lasting connections with today’s consumers.

About the Purdue authors

Nicole Olynk Widmar is a professor and head of the Department of Agricultural Economics. Her research and teaching focuses on farm business management and production economics. Widmar’s interdisciplinary research provides support for on-farm decision-making regarding technology adoption, analysis of producer costs and benefits associated with alternative production processes, support for management of purchased inputs, and insight into the implications of changing consumer demand and preferences for agricultural producers.

Michael Smith is a research scientist specializing in the human dimensions of resource use, applying cross-disciplinary methods in agricultural economics and the social sciences. He works in Purdue’s Department of Agricultural Economics.

Erin Robinson is a communications and marketing professional in the Department of Agricultural Economics.

About the In Print series

To celebrate our faculty’s excellence in scholarship, Purdue Today’s weekly book series highlights faculty expertise across diverse subjects and disciplines. Find out more about the Purdue University Books Initiative and how to suggest a book for the In Print series on the Office of the Provost website. Purdue University’s Libraries and School of Information Studies’ authored books collection is available here.