Delicious words – Assessing the impact of short storytelling messages on consumer preferences for variations of a new processed meat product

Fenger, Morten; Aschemann‐Witzel, Jessica; Hansen, Flemming; Grunert, Klaus G.

doi:10.1016/j.foodqual.2014.11.016

Cited by 43 publications

(26 citation statements)

References 34 publications

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“…Branding activities are powerful tools to influence consumers’ perception ( 48 , 49 ). The healthy food promotion strategy can be fine-tuned for different cultures based on a better understanding of healthiness–taste beliefs and consumers’ reactions to modern and traditional agri-food operations in different cultures.…”

Section: Methods and Resultsmentioning

confidence: 99%

The Healthier the Tastier? USA–India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels

Dubé

Fatemi

et al. 2016

Front. Public Health

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Present research compares food beliefs associated with a naturally nutritious agricultural product (namely pulses) in Western and Eastern cultures (namely the US and India). Specifically, this paper focuses on the perception of healthiness and tastefulness of the food and their relationship. Two studies tested the effect of processing level, cultural differences, and branding strategies. In contrast to the well-established inverse relationship between healthiness and tastefulness beliefs observed in the West with industrial food products, the results of both studies revealed a positive association between health and taste for pulses in both West and East. Study 1 shows that this positive association is stronger with lower processing, suggesting the role of naturalness as bridge between health and taste. Focusing on cultural differences, results show that while both West and East hold positive association of health and taste for pulses, this association is stronger for East. However, the role of processing level is significantly stronger in West. Study 2 looks at branding strategies for pulse products with different processing levels in West and East. Results confirm the findings of study 1 on positive association of taste and healthiness and cross-cultural differences. Moreover, study 2 shows that cultural difference between West and East changes the effect of branding strategies on food-related belief and attitude toward food. For American consumers, a future-oriented branding is associated with an enhanced positive healthiness–taste association, whereas a brand image emphasizing tradition leads to increased perception of the taste of product but not necessarily on the healthiness. Current paper has theoretical and practical implications in public policy, health, and marketing.

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Section: Methods and Resultsmentioning

confidence: 99%

The Healthier the Tastier? USA–India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels

Dubé

Fatemi

et al. 2016

Front. Public Health

View full text Add to dashboard Cite

show abstract

“…Solja et al (2018) for example, found that even a short brand story included on FMCG packaging has a positive impact on consumers' affective, attitudinal, product value, and behavioral intention responses to the brand. Similarly, results of Fengera et al (2015) suggest that consumers who were not interested for the new food product became interested when storytelling was introduced, while those of Lundqvist et al (2013), suggest that consumers exposed to storytelling described the brand in more positive terms and were willing to pay more. Finally, Ryu et al (2019) found that a brand story that has a historical connection, a clear plot and is narrated in the first person enhances image of a brand.…”

Section: The Importance Of Storytellingmentioning

confidence: 96%

Branding Traditional and Natural Products by Providing Tourist Experience: What Are the Effects

Komen¹,

Oštrić²

2019

Tourism in Southern and Eastern Europe

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The mission of this research is to analyze how small producers of natural and traditional products can strengthen their position in the market and bring positive change to themselves and their stakeholders by establishing a brand and making it stronger through storytelling, organic certification and providing tourist experience. The study was approached inductively, by applying in-depth multiple source analysis on an identified exemplar case. The results show that creating a brand story and getting and presenting organic label are important factors for the market success, but yield limited results without consumers having the opportunity to experience the brand and its story. Producers of natural and traditional products are adviced to think of ways of how to provide consumer experience and how to get consumers in touch with their products, i.e. how to turn a non touristic business into a touristic one. This will have the strongest effect on their own sales, but will also benefit the other stakeholders the most.

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“…They have found that storytelling techniques can be successfully used in the launch on the market of new products variants and in broadening the spectrum of potential customers. the authors suggest creating appealing stories, using for that purpose intangible attributes like naturalness, authenticity and quality [19]. Lastly, Delgado-Ballester e Fernàndez-Sabiote in 2006 analyzed storytelling practices by Spanish brands from different sectors [20].…”

Section: Storytelling Literature In Food and Winementioning

confidence: 99%

On the effects of storytelling on wine price

2019

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Thanks to the new developments of internet technology and social media, communication is giving consumer newfound awareness. Additionally, thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experience-based, with strong links to local culture and tradition. Storytelling based marketing is having strong impact on brand loyalty and emotional connections of consumers to wine. The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future.

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Delicious words – Assessing the impact of short storytelling messages on consumer preferences for variations of a new processed meat product

Cited by 43 publications

References 34 publications

The Healthier the Tastier? USA–India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels

The Healthier the Tastier? USA–India Comparison Studies on Consumer Perception of a Nutritious Agricultural Product at Different Food Processing Levels

Branding Traditional and Natural Products by Providing Tourist Experience: What Are the Effects

On the effects of storytelling on wine price

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