Although many consumers say they want to consume less fat,relatively few are buying light or low-fat alternatives.This is an example of

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This situation exemplifies how values (wanting to consume less fat) and behavior (not buying low-fat alternatives) can differ. Consumers may hold certain values but may not always act in accordance with them for various reasons such as lack of availability, affordability, personal taste preferences, etc.

Although Many Consumers Say They Want to Consume Less Fat,relatively