Communicating Sensory Attributes and Innovation Through Food Product Labeling

Caroline Lancelot Miltgen (), Gaelle Pantin-Sohier () and Bianca Grohmann
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Caroline Lancelot Miltgen: Audencia Business School
Gaelle Pantin-Sohier: UA - Université d'Angers
Bianca Grohmann: Concordia University [Montreal]

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Abstract: This article explores the influence of food product packaging on consumers' sensory expectations and perceived newness of the product. Two experiments examine to what extent consumers use product typicality, graphical representations, and package typicality in evaluating new food products. Study 1 finds that (1) a typical flavor induces more positive expectations of pleasantness, taste, color, and smell, and (2) the presence of graphic representation on product labels increases perceived pleasantness but does not affect sensory expectations. Study 2 indicates that the product seems newer in the absence of a package (label-only condition), but when the product packaging is presented, an atypical package conveys more newness than a typical package. These results provide practical guidelines for the design and introduction of innovative food products.

Keywords: Communication of sensory information; consumer expectations; new food products; packaging; sensory attributes (search for similar items in EconPapers)
Date: 2016-02
New Economics Papers: this item is included in nep-agr, nep-ino and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01247599
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Citations: View citations in EconPapers (3)

Published in Journal of Food Products Marketing, 2016, 22 (4), ⟨10.1080/10454446.2014.1000435⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01247599

DOI: 10.1080/10454446.2014.1000435

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