Abstraction and product categories as explanatory variables for food consumption

Ramo Barrena () and Mercedes Sánchez ()
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Ramo Barrena: Gestión de Empresas - UPNA - Universidad Pública de Navarra [Espagne] = Public University of Navarra
Mercedes Sánchez: Gestión de Empresas - UPNA - Universidad Pública de Navarra [Espagne] = Public University of Navarra

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Abstract: This study sets out to explore variation in the consumer choice structure in relation to three types of products with different levels of search, experience and credence attributes. The decision structures of rice, wine and functional food (experience, search and credence products) consumers were explored by means of laddering. The results suggest the presence of an emotional component in foods that increases in complexity (becomes more abstract) with the number of credence attributes. The findings recommend adjusting the complexity of advertising campaigns and product positioning to the type of product being promoted.

Keywords: Social; Sciences; &; Humanities (search for similar items in EconPapers)
Date: 2011-06-27
Note: View the original document on HAL open archive server: https://hal.science/hal-00712382
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Published in Applied Economics, 2011, pp.1. ⟨10.1080/00036846.2011.583227⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00712382

DOI: 10.1080/00036846.2011.583227

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