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Abstraction and product categories as explanatory variables for food consumption

Author

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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)

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.

Suggested Citation

  • Ramo Barrena & Mercedes Sánchez, 2011. "Abstraction and product categories as explanatory variables for food consumption," Post-Print hal-00712382, HAL.
    • Handle: RePEc:hal:journl:hal-00712382
    DOI: 10.1080/00036846.2011.583227
    Note: View the original document on HAL open archive server: https://hal.science/hal-00712382
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    References listed on IDEAS

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