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Role of Consumer Expectancies in the Acceptance of Novel Foods
Author(s) -
CARDELLO ARMAND V.,
MALLER OWEN,
MASOR HELENE BLOOM,
DUBOSE CINDY,
EDELMAN BARBARA
Publication year - 1985
Publication title -
journal of food science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.772
H-Index - 150
eISSN - 1750-3841
pISSN - 0022-1147
DOI - 10.1111/j.1365-2621.1985.tb10571.x
Subject(s) - cognitive dissonance , product (mathematics) , psychology , function (biology) , food products , cognition , degree (music) , marketing , advertising , cognitive psychology , food science , social psychology , mathematics , business , chemistry , physics , geometry , evolutionary biology , neuroscience , acoustics , biology
Six experiments were conducted to examine factors affecting the consumer acceptance of novel foods. Variables included for analyses of their effects were: (1) preparation variables; (2) product name and type of serving vessel; (3) brand labels and packaging; (4) availability of product information; (5) nature and quantity of product information; and (6) degree of familiarity of the user with the product. Results of these experiments were interpreted within a theoretical framework that postulates that the hedonic response to food is a function of the degree to which expectancies about the food are matched by subsequent experiences with it. Based on the theory of cognitive dissonance, this theoretical framework is proposed as a useful analytic tool for predicting consumer responses to novel foods.