Display Settings:

Format

Send to:

Choose Destination
Appetite. 2014 Sep;80:143-53. doi: 10.1016/j.appet.2014.05.014. Epub 2014 May 20.

Tailoring compensation effects of health-unrelated food properties.

Author information

  • 1Department of Marketing, Faculty of Business, Economics and Social Sciences, Christian-Albrecht-University of Kiel, 24098 Kiel, Germany. Electronic address: robert.mai@bwl.uni-kiel.de.
  • 2Institute of Food Technology and Bioprocess Engineering, Technische Universit√§t Dresden, 01069 Dresden, Germany.
  • 3Department of Marketing, Faculty of Business, Economics and Social Sciences, Christian-Albrecht-University of Kiel, 24098 Kiel, Germany.

Abstract

With the steady rise of the adiposity epidemic, there are increasing calls to stimulate healthier food choices. This is difficult, however, because consumers hold the nearly universal belief that healthy foods are less tasty. To increase their attractiveness, optimizing certain health-unrelated food attributes may help compensate for the loss in taste that is caused by the reduction of fat or sugar. The overall objective of this paper is to examine the boundary conditions under which such compensation effects emerge. Using the example of cookies, we examine how compensation effects depend on (i) the consumer segment, (ii) the configuration of the food product, and (iii) the type of evaluation process. This paper empirically tests compensation effects for optimized flavor intensity. We apply a combination of adaptive conjoint analysis and sensory preference tests. Market simulations and sensitivity analyses demonstrate that the intricate interplay among the three contingency variables is far more important than the question of whether compensation effects emerge or not. The analyses uncover four distinct segments and they show that compensation effects depend on which type of health-related attribute is reduced and whether the health-unrelated attribute is improved intrinsically or extrinsically.

Copyright © 2014 Elsevier Ltd. All rights reserved.

KEYWORDS:

Bakery products; Cluster analysis; Compensation; Flavor; Market simulation; Tailoring

PMID:
24852221
[PubMed - in process]
PubMed Commons home

PubMed Commons

0 comments
How to join PubMed Commons

    Supplemental Content

    Full text links

    Icon for Elsevier Science
    Loading ...
    Write to the Help Desk