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CONCEPT‐RESPONSE SEGMENTATION FOR GRAPEFRUIT JUICE: WHAT ROLE DO SENSORY STATEMENTS PLAY AS DRIVERS OF PERSUASION AND RESPONSE TIME?
Author(s) -
MOSKOWITZ HOWARD
Publication year - 2003
Publication title -
journal of sensory studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.61
H-Index - 53
eISSN - 1745-459X
pISSN - 0887-8250
DOI - 10.1111/j.1745-459x.2003.tb00380.x
Subject(s) - sensory system , taste , segmentation , preference , psychology , persuasion , market segmentation , cognitive psychology , product (mathematics) , computer science , sensory analysis , contrast (vision) , social psychology , artificial intelligence , mathematics , marketing , statistics , business , neuroscience , geometry
This paper deals with responses to concept elements for grapefruit juice using hybrid conjoint analysis. Sensory‐based concept elements perform as well (and as poorly) as do nonsensory‐based concept elements. Concept‐response segmentation analysis revealed three distinct groups, oriented to sweet taste, nonsweet taste, and color/appearance, respectively. Response patterns of segments are not polarized. What one segment likes most the other segment may simply accept to a moderate degree. This pattern differs from what typically happens with actual products. The segments differ in the way that they process the information in a concept, based upon response time as a separate dependent measure. Sensory‐based concept elements may act as gatekeepers to assure respondents that the product is acceptable, and thus may shorten the search for additional information. In contrast, for products and sensory‐preference segmentation, sensory attributes typically act as Drivers of Liking TM , rather than as gatekeepers.