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Perceived preservation format and food preference
Author(s) -
Hurling Robert,
Martin Karen J.
Publication year - 2005
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2005.00418.x
Subject(s) - wine tasting , preference , product (mathematics) , taste , quality (philosophy) , advertising , psychology , conditioning , marketing , food science , mathematics , business , statistics , chemistry , philosophy , geometry , epistemology , wine
The same (chilled) food product was presented to 77 consumers with either a frozen or chilled label. As predicted, liking for the food product was found to be in line with consumer expectation of liking for the different preservation format labels. For example, consumers that expected chilled foods to taste better than frozen reported higher liking for the product with the chilled label, even though actual quality of all products tasted was the same. Contrary to our prediction that tasting similar quality products perceived to be from different preservation formats would bring expectation of liking for those formats closer together, we found consumers who expressed no preference before tasting the products had developed a preference afterwards. We discuss the implication of these results and similarities between the concepts of conditioning, attitude, expectation and preference.