Nonprofit Organizational Assessment

As mentioned previously, a less-explored subject matter that has surfaced in the JAS
literature pertains to decisions regarding matters of taste. Due to the relative newness of
this work, there is ample opportunity for further research. New questions raised by this
research include the effect of normative influences on taste preferences and hotcold
empathy gaps (i.e. individuals' preference for a certain food in a "not hungry"
versus "hungry" state).
Finally, one major topic that has been cited as needing further study is extending the
context of decision-making beyond what has already been observed to see how these
contexts affect the JAS. This research area is related to concerns about the
generalizability of many JAS studies to real-world decision-making situations; in other
words, that the stimuli in controlled lab settings are impoverished compared to the
stimuli individuals experience in their own lives. Thus, there has been a call for research
that replicates previous findings in a more "rich" situational context.
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