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Disconfirmation of Taste as a Measure of Region of Origin Equity. An Experimental Study on Five French Regions

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  • D'Hauteville.
  • Fornerino, M.
  • Perrouty, J.P.
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    Abstract

    Disconfirmation of expectations is the mismatch between the expected and blind evaluation of a product (Anderson, 1973). From the consumer's point of view, the hedonic evaluation of a product under full information (intrinsic and extrinsic) is considered as a measure of perceived quality. Generally, the perceived quality of a product differs according to tasting conditions (blind, or full information). Based on previous literature on food marketing we assume that the change of preference between blind and full conditions reflects the influence of extrinsic information (here, the region of origin). Two types of results can be expected from disconfirmation: "Assimilation occurs when the final evaluation of the product changes in the direction of the expectation provided by the extrinsic cue, whereas "contrast" occurs when this change is contrary to the expectation. We experiment on five wines selected among regions with different reputation levels, and two groups of consumers, characterized by their level of expertise (trained/untrained students). Our experiments suggest that disconfirmation may be used to measure and interpret brand equity. ...French Abstract : La déconfirmation des attentes peut se définir comme l'écart entre l'évaluation en aveugle d'un produit et l'attente générée par le signal de qualité (Anderson, 1973). On considère que l'évaluation hédonique du produit en situation d' information complète constitue une mesure de la qualité perçue. On constate que cette évaluation diffère selon qu'elle se fait en l'aveugle ou en conditions d'information complète. La littérature sur le marketing alimentaire nous fait supposer que la différence entre ces deux niveaux d'évaluation résulte des attentes liées à l'information extrinsèque (dans notre cas, la mention de la région d'origine d'un vin). Deux types de résultats sont attendus : un effet d'assimilation, d'une part, lorsque l'évaluation finale se rapproche des attentes produites par l'information extrinsèque. Un effet de contraste, quand l'évaluation finale s'opère en sens inverse de celle des attentes. Nous expérimentons avec cinq vins issus de régions de réputations inégales, et auprès de deux groupes de consommateurs caractérisés par leur degré d'expertise (étudiants entraînes et non entraînés). Nos résultats nous laissent conclure que la déconfirmation des attentes peut constituer un outil d'évaluation de la force d'une marque sur la base d'une réponse de type comportemental.

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    Bibliographic Info

    Paper provided by UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, IRD - Montpellier, France in its series Working Papers MOISA with number 200611.

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    Date of creation: 2006
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    Handle: RePEc:umr:wpaper:200611

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    Keywords: PERCEIVED QUALITY; EXPECTED QUALITY; DISCONFIRMATION; ASSIMILATION/CONTRAST; REGION OF ORIGIN EQUITY;

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