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SEGMENTATION APPROACHES THAT DIFFERENTIATE CONSUMPTION FREQUENCY FROM SENSORY PREFERENCE 1
Author(s) -
WANSINK BRIAN,
SONKA STEVEN T.,
PARK SEBUM
Publication year - 2004
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.2004.tb00151.x
Subject(s) - preference , profiling (computer programming) , sensory system , taste , psychology , segmentation , consumption (sociology) , consumer behaviour , consumer research , food consumption , advertising , social psychology , computer science , cognitive psychology , marketing , statistics , mathematics , artificial intelligence , business , economics , social science , neuroscience , sociology , agricultural economics , operating system
People can eat a food without having a strong preference for it, and people can prefer a food without eating it. Given this seeming disconnect between attitude and behavior, which type of measure or segment can best be used to profile or identify loyal consumer segments of a food, such as soy? This research compares a usage‐based method (heavy‐light‐nonusers) with a new attitude‐based method (seeker‐neutral‐avoider), and finds that the attitude‐based method differentiates purchase‐related intentions better than the usage‐based method. Implications for profiling consumer taste patterns and consumer segments are provided.