Product involvement and consumer food-elicited emotional associations: Insights from emoji questionnaires

COMPORTAMIENTO DEL CONSUMIDOR

MEDICION DE LA EMOCION

EMOTICONES

METODOS DE BUSQUEDA

CATA

BIBLIOGRAFIA NACIONAL QUIMICA

2018

Individual differences in food-related consumer behaviour are well documented, but lack thorough exploration in relation to product-elicited emotional associations. In this research, focus is directed to product involvement as a factor that modulates emotional associations to tasted products (dried fruit, n = 4) and written descriptions of consumption situations (drinking red wine, cooking dinner using seafood). Emoji questionnaires were used (as check-all-that-apply questions: CATA), and across two studies with consumers in New Zealand (n = 352) and China (n = 450), higher levels of involvement were associated with more positive emotional associations. For example, consumers with higher involvement for dried fruit used emoji with positive meanings (e.g., face savouring delicious food (Image 1), smiling face with heart-shaped eyes (Image 2) and smiling face with smiling eyes (Image 3) more frequently than those with lower levels of involvement. Conversely, emoji with negative or neutral meanings (e.g., confused face (Image 4), confounded face (Image 5), neutral face (Image 6)), were more frequently used by consumers with lower levels of product involvement. The number of significant differences between the samples of dried fruit were lower in the less involved consumer segment, and these consumers, on average, used less emoji to characterise the samples. A similar pattern of results were established for the written stimuli, which were used with Chinese consumers. For example, in the segment with greater involvement with seafood, associations to emoji with positive meanings were higher when responding to the situation “cooking dinner using frozen seafood as one of the ingredients.” In the case of “drinking French red wine,” the strategy used to define segments (median vs. triadic split of summed involvement scores) additionally influenced the results, and bigger differences were established when comparing more discrete segments (two extreme groups following triadic split).

Food Research International v. 106, 2018. -- p. 999-1011

Elsevier

2018

Información sobre Derechos de Autor

(Por favor lea este aviso antes de abrir los documentos u objetos)

La legislación uruguaya protege el derecho de autor sobre toda creación literaria, científica o artística, tanto en lo que tiene que ver con sus derechos morales, como en lo referente a los derechos patrimoniales con sujeción a lo establecido por el derecho común y las siguientes leyes (LEY 9.739 DE 17 DE DICIEMBRE DE 1937 SOBRE PROPIEDAD LITERARIA Y ARTISTICA CON LAS MODIFICACIONES INTRODUCIDAS POR LA LEY DE DERECHO DE AUTOR Y DERECHOS CONEXOS No. 17.616 DE 10 DE ENERO DE 2003, LEY 17.805 DE 26 DE AGOSTO DE 2004, LEY 18.046 DE 24 DE OCTUBRE DE 2006)

ADVERTENCIA - La consulta de este documento queda condicionada a la aceptación de las siguientes condiciones de uso: Este documento es únicamente para usos privados enmarcados en actividades de investigación y docencia. No se autoriza su reproducción con fines de lucro. Esta reserva de derechos afecta tanto los datos del documento como a sus contenidos. En la utilización o cita de partes debe indicarse el nombre de la persona autora.

PDF

Inglés

Artículo

DOI: 10.1016/j.foodres.2018.01.024

PDF