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«... Bleue comme une orange » ou l'intrusion du design dans nos assiettes

  • Céline Gallen

    ()

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes)

  • Claire Gauzente

    (IEP Rennes - Sciences Po Rennes - Institut d'études politiques de Rennes, Granem - Groupe de Recherche ANgevin en Economie et Management - UA - Université d'Angers - Agrocampus Ouest - Institut National de l'Horticulture et du Paysage)

  • Gaëlle Pantin-Sohier

    ()

    (Granem - Groupe de Recherche ANgevin en Economie et Management - UA - Université d'Angers - Agrocampus Ouest - Institut National de l'Horticulture et du Paysage)

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    This article deals with perception and acceptance of design applied to fruits and vegetables. The aim of this research is to measure the impact of incongruency level of related to color and / or shape on acceptance by consumers. Sensory tests are performed on two products, orange and tomato. The main results show that : 1/ the more the product is incongruent, the more it is perceived as genetically modified and the less it is preferred, 2/ design influences aesthetic preference and worry which themselves influence intention to eat, 3/ color change is perceived as more worrying than shape change.

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    File URL: https://hal.archives-ouvertes.fr/hal-00547770/document
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    Paper provided by HAL in its series Working Papers with number hal-00547770.

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    Date of creation: 17 Dec 2010
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    Handle: RePEc:hal:wpaper:hal-00547770
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00547770
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    1. Campbell, Margaret C & Goodstein, Ronald C, 2001. " The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 439-49, December.
    2. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    3. Cohen, Joel B & Basu, Kunal, 1987. " Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 455-72, March.
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