Decisions That Shape Supply Chains / Nicole J. Olynk Widmar, Michael L. Smith, Erin Robinson.

Includes bibliographical references and index.

Introduction -- 1 Why Is a Raven Like a Writing Desk? -- 2 Straight Talk About Consumer Behavior Under Duress -- 3 You Are Such a Hypocrite! -- 4 Why Revered Rodents Wear Gloves -- 5 No Offense, But … -- 6 In Favor of Differentiation -- 7 Business Decision-Making and Pulling the Plug -- 8 Revisiting the Production Paradox -- 9 Thoughts on Value, Cost, and Price -- 10 Why Are You Complaining? -- 11 Hey, Ag Industries! -- 12 Don’t Eat Random Mushrooms -- 13 You (Probably) Deserved That -- 14 Conversations -- 15 No -- 16 The Queen and I -- 17 Shades of Gray -- 18 Squirrels Are Better Than People -- 19 Smell Your Cheese to See If It’s Getting Old -- 20 Change Is Not Always Bad -- 21 Resolution vs. Frustration -- 22 Authenticity Over Plastic Perfection.

What drives consumer decisions, and how do those decisions ripple through our food and agricultural systems? In Decisions That Shape Supply Chains, readers are invited to look beyond conventional models of behavior and explore the complex, sometimes counterintuitive factors influencing real-world consumer choices. Drawing on behavioral science and applied research, this volume examines how decisions made in grocery aisles, drive-through lines, and online shopping carts ultimately inform what gets planted, processed, packaged, and promoted across the food-supply chain. From attitudes toward GMO foods to parenting as a form of consumerism and emotional decision-making under stress to the environmental tradeoffs consumers weigh (or ignore), the topics covered in this book challenge assumptions and reframe the conversation about who holds influence in the marketplace. For agribusiness professionals, researchers, and policymakers, these insights offer better ways to connect with the people at the end of every supply chain: the consumers themselves

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2026. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.