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Consumer acceptability of coffee as affected by situational conditions and involvement

Title
Consumer acceptability of coffee as affected by situational conditions and involvement
Authors
Kim, Soo-EonLee, Soh MinKim, Kwang-Ok
Ewha Authors
김광옥이소민
SCOPUS Author ID
김광옥scopus; 이소민scopus
Issue Date
2016
Journal Title
FOOD QUALITY AND PREFERENCE
ISSN
0950-3293JCR Link1873-6343JCR Link
Citation
vol. 52, pp. 124 - 132
Keywords
Situational testPhysical environmentCognitive evocationInvolvementCoffee
Publisher
ELSEVIER SCI LTD
Indexed
SCI; SCIE; SCOPUS WOS scopus
Abstract
For understanding consumer behaviors more closely to what would be observed in real-life, "situational" tests has been widely studied using two main approaches: 'physical environment' or 'cognitive evocation'. Both approaches have shown advantages in adopting consumption context in consumer tests. However, it has not been investigated whether either one of the approaches may be more effective or whether using these approaches together would be more advantageous than using each solely in terms of bring in consumption context. The aims were to understand the effects of evocation in different environmental settings on consumers liking and to explore the differences of these effects based on consumer involvement levels. Consumers participated in one of the 4 contextual conditions of 2 x 2 factorial design, consisting of 'evocation' factor (with vs. without evocation instruction) and 'environment' factor (booth vs. simulated caf), respectively. Consumers evaluated liking for two coffee samples and responded to a coffee involvement questionnaire. The results showed that both factors have influenced on consumer liking. These effects were different according to coffee types differing in hedonic levels. Vividness of evocation lasted longer in the simulated caf setting, implying physical cues reinforcing cognitive evocation. When consumers were classified according to involvement scores, liking score of the high involvement group was little affected by either situational factors, while low involvement group was highly affected by the 'environment' factor. The findings of the study provide important perspectives to be considered for researches into "situational" tests, including which situational approach to apply as well as consumer involvement. (C) 2016 Elsevier Ltd. All rights reserved.
DOI
10.1016/j.foodqual.2016.04.008
Appears in Collections:
엘텍공과대학 > 식품공학전공 > Journal papers
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