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Spreading Yourself Too Thin: The Atkins Diet and Other Fads
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******************************** Spreading Yourself Too Thin: The Atkins Diet and Other Fads http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1295 The July bankruptcy of Atkins Nutritionals, the company founded by diet guru Robert Atkins, signalled the end of a low-carbohydrate craze some observers say is unrivalled in food marketing. At its peak, during 2003-2004, some 30 million Americans were following the Atkins diet, and 20% of shoppers said they had started buying certain products specifically because they were low-carbohydrate. Yet like any product fad -- from Pet Rocks to Beanie Babies -- the Atkins craze was marked by a rapid rise in popularity and an equally rapid decline. Knowledge@Wharton looks at the different patterns that fads follow, what factors cause their rise and fall, and what role consumers play in promoting, and then abandoning, the latest trend.
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