# To protect and support: Why would consumers find foods tastier if these foods help support a desired self‐identity

> Research article (Psychology and Marketing, 2021) · cited 14× · AI/ML

**Wikidata**: [openalex:W3216300316](https://www.wikidata.org/wiki/openalex:W3216300316)  
**Source**: https://4ort.xyz/entity/to-protect-and-support-why-would-consumers-find-foods-tastier-if-these-foods-help-support-a-desired-selfidentity