Premium
A Cultural Hedonic Framework for Increasing the Consumption of Unfamiliar Foods: Soy Acceptance in Russia and Colombia
Author(s) -
Wansink Brian,
Sonka Steven T.,
Cheney Matthew M.
Publication year - 2002
Publication title -
applied economic perspectives and policy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.4
H-Index - 49
eISSN - 2040-5804
pISSN - 2040-5790
DOI - 10.1111/1467-9353.00102
Subject(s) - consumption (sociology) , business , advertising , marketing , agricultural economics , economics , sociology , social science
It is important to understand how a country's cultural influences may affect the introduction of a new or unfamiliar food. In this paper, we present a cultural hedonic framework that uses a culture's context (low versus high) and its view toward food consumption (hedonic versus utilitarian consumption) to assess the difficulty of introducing an unfamiliar food to this market. This framework is then applied to determine the most effective means to stimulate soy consumption in Russia and Colombia. General guidelines show how the cultural hedonic framework can be used to provide insights into distribution, message positioning, and marketing strategy for other foods and products in a variety of situations.