Why do people eat the same breakfast every day? [study]

“ Many people happily eat the same foods for breakfast day after day, yet seek more variety in the foods they eat for lunch and dinner.“

But why? Carey K. Morewedge [pictured] who is a Professor of Marketing and Everett W. Lord Distinguished Faculty Scholar in the Questrom School of Business at Boston University, US – and Professor Romain Cadario of the Rotterdam School of Management, Erasmus University, The Netherlands, are the authors of a new (January 2022) paper for the journal Appetite entitled : Why do people eat the same breakfast every day? Goals and circadian rhythms of variety seeking in meals

The answer to the question, say the research team, can, to some extent at least, be broadly summarised thusly :

“People are more likely to pursue hedonic goals for meals as the day progresses, which leads them to seek more variety for dinners and lunches than breakfasts.”

Research research Martin Gardiner