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How Soy Labeling Influences Preference And Taste

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Author Info

  • Wansink, Brian
  • Park, Sea Bum
  • Sonka, Steven T.
  • Morganosky, Michelle A.
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    Abstract

    Using a “Phantom Ingredient” taste test, this article demonstrates how the use of soy labels and health claims on a package negatively biased taste perceptions and attitudes toward a food erroneously thought to contain soy. Consumers who ate products which mentioned soy on the package described the taste more grainy, less flavorful, and as having a strong aftertaste compared to those who ate the product but saw no soy label. Yet, while putting “soy” on a package negatively influenced taste-conscious consumers, when combined with a health claim, it improved attitudes among consumers who are health-conscious, natural food lovers, or dieters. Our results and discussion provide better direction for researchers who work with ingredient labeling as well as for marketers who work with soybean products.

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    File URL: http://purl.umn.edu/34571
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    Bibliographic Info

    Article provided by International Food and Agribusiness Management Association (IAMA) in its journal International Food and Agribusiness Management Review.

    Volume (Year): 03 (2000)
    Issue (Month): 01 ()
    Pages:

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    Handle: RePEc:ags:ifaamr:34571

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    Related research

    Keywords: Food Consumption/Nutrition/Food Safety;

    References

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    1. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," Les Cahiers de Recherche 698, HEC Paris.
    2. Ford, Gary T & Smith, Darlene B & Swasy, John L, 1990. " Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information," Journal of Consumer Research, University of Chicago Press, vol. 16(4), pages 433-41, March.
    3. Caswell, Julie A. & Mojduszka, Eliza M., 1996. "Using Informational Labeling To Influence The Market For Quality In Food Products," Working Papers 25989, Regional Research Project NE-165 Private Strategies, Public Policies, and Food System Performance.
    4. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
    5. Crosby, Lawrence A & Taylor, James R, 1981. " Effects of Consumer Information and Education on Cognition and Choice," Journal of Consumer Research, University of Chicago Press, vol. 8(1), pages 43-56, June.
    6. Jacoby, Jacob & Chestnut, Robert W & Silberman, William, 1977. " Consumer Use and Comprehension of Nutrition Information," Journal of Consumer Research, University of Chicago Press, vol. 4(2), pages 119-28, Se.
    7. Moorman, Christine & Matulich, Erika, 1993. " A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 208-28, September.
    8. Moorman, Christine, 1990. " The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 362-74, December.
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    Citations

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    Cited by:
    1. Veale, Roberta & Quester, Pascale, 2009. "Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality," International Business Review, Elsevier, vol. 18(2), pages 134-144, April.
    2. Moon, Wanki & Balasubramanian, Siva K. & Rimal, Arbindra, 2011. "Health claims and consumers' behavioral intentions: The case of soy-based food," Food Policy, Elsevier, vol. 36(4), pages 480-489, August.
    3. Tyler Williams, 2007. "The effects of expectations on perception: experimental design issues and further evidence," Working Papers 07-14, Federal Reserve Bank of Boston.
    4. Chang, Jae Bong & Moon, Wanki & Balasubramanian, Siva K., 2012. "Consumer valuation of health attributes for soy-based food: A choice modeling approach," Food Policy, Elsevier, vol. 37(3), pages 335-342.

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