Consumers' experience of food products: effects of value activation and price cues

Lehtola, Katariina; Luomala, Harri T.; Kauppinen‐Räisänen, Hannele; Kupiainen, Terri; Tuuri, Hannu

doi:10.1362/147539208x290307

Cited by 6 publications

(3 citation statements)

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“…Eating and food constitute a central part of consumers' daily lives, and not only for nutritional purposes (Lehtola et al, 2008): they also structure daily routines (Marshall, 2005), stimulate pleasure (Rozin et al, 2002) and, in particular, constitute lived experiences that influence behaviour.…”

Section: Positive and Pleasurable Food Experiences Stored In Memorymentioning

confidence: 99%

Remembered eating experiences described by the self, place, food, context and time

Kauppinen‐Räisänen

Gummerus

Lehtola

2013

British Food Journal

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107

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Purpose -The purpose of this paper is to explore remembered positive eating and food experiences, aiming to gain an understanding of the nature of these past experiences. Design/methodology/approach -Positive food-related experiences were gathered through focus group interviews. These experiences were inductively categorised into recurring themes and dimensions within the themes.Findings -An analysis of the qualitative data led to the recognition of several themes involving eating that were related to childhood memories, eating related to tourist experiences, as well as memories of commensal eating and homemade food. The experiences were drawn together into dimensions to provide deeper comprehension of the observed themes. As a result, the study suggests that remembered eating and food experiences are characterised by the self, place, food, context and time. Practical implications -The study provides knowledge on what constitutes memorable positive and pleasurable food-related experiences, which the consumer may even want to relive. Hence, the study helps managers understand the significance of providing food-related experiences that become memorable. Originality/value -The context was not predetermined to a particular eating setting, which resulted in a multidimensional framework of remembered experiences with several implications. The approach provided new insights into understanding the effects of positive and pleasurable food-related experiences.

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Section: Positive and Pleasurable Food Experiences Stored In Memorymentioning

confidence: 99%

Remembered eating experiences described by the self, place, food, context and time

Kauppinen‐Räisänen

Gummerus

Lehtola

2013

British Food Journal

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107

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“…In addition to study of Allen et al (), there are no examples of studies that have consciously linked consumer value–brand symbolism (in)congruity to taste perception. The study of Lehtola et al () comes closest; it revealed that the scent and taste of filled organic breakfast tomatoes (unbranded) was ranked better amongst consumers embracing values such as harmony, nature and locality than amongst consumers with mixed value orientations. Secondly, it has been found that consumers with hedonistic values rate the taste of a rye bread brand with lowest hedonistic image worse than consumers with traditional values (Paasovaara et al , ; Pohjanheimo et al , ).…”

Section: The Consumer Value – Brand Symbolism (In)congruity Explanatimentioning

confidence: 99%

Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Paasovaara

Luomala

Pohjanheimo

et al. 2011

J of Consumer Behaviour

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Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand-induced taste perception. Two experiments involving taste trials (blind vs brand-cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value -brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well-defined food consumer target segments.

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“…The food product experience (FPE) is a concept that includes product perception elements such as sensory evaluation, expectations, product attitudes, product images, purchase intentions, willingness to pay and food choice (e.g. Lehtola et al, 2008). Several consumer-, product-and context-related factors, for instance personal values (e.g.…”

Section: Conceptual Underpinningsmentioning

confidence: 99%

Consumers' experience of spelt porridge and sea buckthorn juice

Paasovaara

Luomala

2011

British Food Journal

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Purpose -This paper aims to investigate how differences in message content and in need for cognition influence consumers' sensory evaluation, product attitudes and purchase intentions in terms of spelt porridge and sea buckthorn juice. Design/methodology/approach -Quantitative research methods were used. Four taste experiments were carried out among Finnish female consumers (n ¼ 129). Findings -Health-related product information had a positive impact on attitude towards and intention to purchase spelt porridge, and safety-related product information had a positive impact on sensory experience of sea buckthorn juice. In addition, in the examination of the need for cognition effects revealed a tendency indicating that spelt porridge and sea buckthorn juice were experienced more positively among individuals high in need for cognition than among individuals low in need for cognition.Research limitations/implications -The instrument of need for cognition is also applicable to investigating actual behavioural elements such as sensory evaluation. Practical implications -This paper has implications for novel food marketing. Originality/value -The findings advance understanding of the roles of subtle message differences and need for cognition in consumers' food product experiences.

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Consumers' experience of food products: effects of value activation and price cues

Cited by 6 publications

References 0 publications

Remembered eating experiences described by the self, place, food, context and time

Remembered eating experiences described by the self, place, food, context and time

Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Consumers' experience of spelt porridge and sea buckthorn juice

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