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  1. Moskowitz, Howard PhD
  2. Beckley, Jacqueline
  3. Adams, Julie MS


The factors that drive reactions to concepts of hamburgers were studied, and different groups of consumers who exhibit different patterns of reactions to them are described in this article. "Craveability" for hamburgers is determined by product features benefits, names of the restaurants selling them, and consumers' emotional reflections of feelings that they would have after eating.