Can advertising influence the results of hedonic tests for food products?

Christian Dianoux (), Dan Petrovici and Anne-Laure Minondo
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Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Dan Petrovici: Kent Business School - University of Kent [Canterbury]
Anne-Laure Minondo: Qualtech - IFBM - Institut Français de la Brasserie et de la Malterie

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Abstract: This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand. Four experimental designs indicate different preference rankings, which have distinctive managerial implications. In particular, this study points out the need to integrate advertising into hedonic tests at a very early stage of new product development process. Limitations and future research avenues are finally discussed.

Date: 2013
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Published in International Journal of Advertising, 2013, 32 (4), pp.617 - 632. ⟨10.2501/IJA-32-4-617-632⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01369298

DOI: 10.2501/IJA-32-4-617-632

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