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Abstraction and product categories as explanatory variables for food consumption

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  • Ramo Barrena
  • Mercedes Sánchez

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, 2012. "Abstraction and product categories as explanatory variables for food consumption," Applied Economics, Taylor & Francis Journals, vol. 44(30), pages 3987-4003, October.
    • Handle: RePEc:taf:applec:44:y:2012:i:30:p:3987-4003
    DOI: 10.1080/00036846.2011.583227
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    References listed on IDEAS

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    1. Hilger, James & Rafert, Greg & Villas-Boas, Sofia Berto, 2007. "Expert Opinion and the Demand for Experience Goods: An Experimental Approach," CUDARE Working Papers 6055, University of California, Berkeley, Department of Agricultural and Resource Economics.
    2. Julie A. Caswell & Eliza M. Mojduszka, 1996. "Using Informational Labeling to Influence the Market for Quality in Food Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(5), pages 1248-1253.
    3. Klaus G. Grunert, 2005. "Food quality and safety: consumer perception and demand," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(3), pages 369-391, September.
    4. Latvala, Terhi & Kola, Jukka, 2004. "Consumers' Willingness to Pay for Additional Information on Food Quality and Safety," 84th Seminar, February 8-11, 2004, Zeist, The Netherlands 24980, European Association of Agricultural Economists.
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    1. Diedericks, Lizette & Erasmus, Alet C. & Donoghue, Suné, 2020. "Now is the time to embrace interactive electronic applications of Association Pattern Technique," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).

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