The mind-set of teens towards food communications revealed by conjoint measurement and multi-food databases

Foley, Michele; Beckley, Jacqueline H.; Ashman, Hollis; Moskowitz, Howard R.

doi:10.1016/j.appet.2009.01.006

Cited by 18 publications

(16 citation statements)

References 6 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…IdeaMap Ò .Net technology (Mahanna, Moskowitz, & Lee, 2009) using conjoint analysis was used because it deals with the complexities in nature but removes some of the inherent limitations of conjoint measurement providing a less bias-prone method. IdeaMap Ò .Net has been used before to understand various brand values and to analyze brand names in concepts (Moskowitz, German, & Saguy, 2005;Moskowitz, Porretta, & Silcher, 2005) the value of sensory experiences (Shofu, Bevolo, Moskowitz, & Moskowitz, 2009), and attitudes and behavior of teens to food and beverages (Foley, Beckley, Ashman, & Moskowitz, 2009). Although RDE has been applied traditionally to products and services, RDE has not been previously used to something abstract or intangible such as food safety.…”

Section: Rule Developing Experimentation (Rde)mentioning

confidence: 99%

Uncovering the mind-sets of consumers towards food safety messages

Saulo¹,

Moskowitz²

2011

Food Quality and Preference

Self Cite

View full text Add to dashboard Cite

Section: Rule Developing Experimentation (Rde)mentioning

confidence: 99%

Uncovering the mind-sets of consumers towards food safety messages

Saulo¹,

Moskowitz²

2011

Food Quality and Preference

Self Cite

View full text Add to dashboard Cite

“…The acceptance of recipes was expressed as percentage of acceptance, indifference, and rejection. The sample was considered as having good acceptance when 70% or more of the individuals expressed values higher than 4 on the hedonic scale (Folley, Beckley, Ashman, & Moskowitz, 2009;Moraes, Pertuzatti, Correa, & Salas-Mellado, 2007).…”

Section: Step 4: Sensorial Analysismentioning

confidence: 99%

Reducing Fat Content of Brazilian Traditional Preparations Does Not Alter Food Acceptance: Development of a Model for Fat Reduction That Conciliates Health and Culture

Ginani

Botelho

et al. 2010

Journal of Culinary Science & Technology

View full text Add to dashboard Cite

Typical treatment for obesity and/or other chronic degenerative diseases should always include a dietetic approach. Diet success depends on several individual aspects, such as patient's personal motivation and attitudes; unfortunately, dietary planning does not always take into account the patient's cultural habits, which minimizes the impact of the nutritional intervention. The objective of the present study was to analyze and reduce the fat content of 10 representative recipes from Brazilian regional gastronomy, maintaining their acceptability and developing a standard protocol that could be used for improving nutritional content of any type of fat-rich traditional preparation. The recipes selected were tapioca flan (pudim de tapioca) and banana pie (torta de banana) from the northern region; hominy porridge (mungunzá) and corn cake (bolo de milho verde) from the northeast region; goianian pie (empadão goiano) and cassava cake (mané pelado) from the central west region; tropeiro beans (feijão tropeiro) and spiced chicken with rice (galinhada) from the southeast region; and carreteiro rice (arroz carreteiro) and ground corn with pork ribs 229 230 V. C. Ginani et al. (quirera lapiana) from the southern region. The preparations were submitted to a chemical composition analysis for humidity, protein, ashes, and total lipid content according to official methods of the Association of Analytical Chemists (AOAC, 1998) in duplicate. After the average nutrient content was determined, sensorial analysis was performed in order to investigate the acceptance rate of each preparation. The results were analyzed according to the hedonic scale of 7 points considering good acceptance those rates higher than 70%. Additionally, for statistical analysis the test F was applied, determining whether the samples were accepted significantly different to a level of 95% confidence. Some recipes had main ingredients with characteristically high lipid content, thus, in order to keep the regional characteristics of the preparation, those ingredients were not changed. Also, according to sensorial analysis, although there were some differences between the standard and modified samples, the recipes obtained similar acceptance rates (p > 0.05), except for carreteiro rice and banana pie recipes. In the case of the carreteiro rice, the acceptance of the modified recipe was greater than the standard and for the banana pie the inverse occurred, although the final acceptance of the modified recipe was greater than 70%. The results show that it is possible to conciliate healthy food and alimentary culture, once the adequate preparation technique is used, in particular those concerning the nutritional composition of the main ingredients (respecting the recipe characterization) and healthier methods of cooking. Moreover, those techniques can be applied for any regional/typical recipes in order to facilitate the patient's adherence to the prescribed diet plans or even for major actions concerning public health matters.

show abstract

“…Foley et al, 2009;Gofman, 2006;Oh, 2003;Sparke and Menrad, 2011), including the degradation of quality by responding to demand for utility (Petrick, 2005). However these approaches do not provide evidence on the cognitive mechanisms by which the part-worth functions interact within each assessor's mind to produce action in life.…”

Section: Interpretation Of the Present Findingsmentioning

confidence: 99%

Mind-reading versus neuromarketing: how does a product make an impact on the consumer?

Booth

Freeman

2014

Journal of Consumer Marketing

View full text Add to dashboard Cite

Purpose -This research study illustrated the mapping of each consumer's mental processes in a market-relevant context. This paper shows how such maps deliver operational insights that cannot be gained by physical methods such as brain imaging.Design/methodology/approach -A marketed conceptual attribute and a sensed material characteristic of a popular product were varied across presentations in a common use. The relative acceptability of each proposition was rated together with analytical descriptors. The mental interaction that determined each consumer's preferences was calculated from the individual's performance at discriminating each viewed sample from a personal norm. These personal cognitive characteristics were aggregated into maps of demand in the market for subpanels who bought for the senses or for the attribute.Findings -Each of 18 hypothesised mental processes dominated acceptance in at least a few individuals among both sensory and conceptual purchasers. Consumers using their own descriptive vocabulary processed the factors in appeal of the product more centrally. The sensory and conceptual factors tested were most often processed separately but a minority of consumers treated them as identical. The personal ideal points used in the integration of information showed that consumers wished for extremes of the marketed concept that are technologically challenging or even impossible. None of this evidence could be obtained from brain imaging, casting in question its usefulness in marketing.Research limitations/implications -Panel mapping of multiple discriminations from a personal norm fills three major gaps in consumer marketing research. First, preference scores are related to major influences on choices and their cognitive interactions in the mind. Second, the calculations are completed on the individual's data and the cognitive parameters of each consumer's behaviour are aggregated --never the raw scores. Third, discrimination scaling puts marketed symbolic attributes and sensed material characteristics on the same footing, hence measuring their causal interactions for the first time.Practical implications -Neuromarketing is an unworkable proposition because brain imaging does not distinguish qualitative differences in behavior. Preference tests are operationally effective when designed and analysed to relate behavioral scores to major influences from market concepts and sensory qualities in interaction. The particular interactions measured in the reported study relate to the major market for healthy eating.Originality/value -This is the first study to measure mental interactions among determinants of preference, as well as including both a marketed concept and a sensed characteristic. Such an approach could be of great value to consumer marketing, both defensively and creatively.

show abstract

The mind-set of teens towards food communications revealed by conjoint measurement and multi-food databases

Cited by 18 publications

References 6 publications

Uncovering the mind-sets of consumers towards food safety messages

Uncovering the mind-sets of consumers towards food safety messages

Reducing Fat Content of Brazilian Traditional Preparations Does Not Alter Food Acceptance: Development of a Model for Fat Reduction That Conciliates Health and Culture

Mind-reading versus neuromarketing: how does a product make an impact on the consumer?

Contact Info

Product

Resources

About