Responses to different positioning strategies for unfamiliar food among food neophobics and neophilics

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

5 Citas (Scopus)

Resumen

Considering the relevance of product positioning for a new food product on its potential acceptance by consumers, this paper reports the results of an experiment conducted to test how food neophobic and food neophilics react to different new food positioning strategies. Two unfamiliar foods were used to examine the impact of three different product positioning strategies that stressed (1) utilitarian benefits, (2) hedonic benefits, and (3) symbolic benefits. The study used a 3 × 2 between-subjects quasi-experimental design (N = 180). The principal finding of the study is that for neophilic consumers, hedonic benefits seem to be significantly more attractive than utilitarian or symbolic benefits when the perceived level of unfamiliarity of the new food is high. For neophobic consumers, results provide partial evidence of more positive reactions to symbolic benefits compared to the other two benefits considered.

Idioma originalInglés
Páginas (desde-hasta)66-70
Número de páginas5
PublicaciónFood Quality and Preference
Volumen53
DOI
EstadoPublicada - 1 oct. 2016
Publicado de forma externa

Huella

Profundice en los temas de investigación de 'Responses to different positioning strategies for unfamiliar food among food neophobics and neophilics'. En conjunto forman una huella única.

Citar esto