ESTIMATES OF CARRY-OVER EFFECTS IN TWO-PRODUCT HOME USAGE CONSUMER TESTS

In-house use consumer test data from four studies dealing with three pairs of household products and a pair of antiperspirant products were examined for significant carry-over (product usage order) effects, which would confound the analysis of treatment (product) effects. In each study, two products were compared using a two-period crossover design. One hundred twenty panelists participated in each study. A forced choice preference scale or a 9-point hedonic scale was used to obtain responses from various sensory attributes. In all studies, the estimates of carry-over effects were not significant at the 5% level. Transformation of hedonic scale data into preference dichotomy also gave estimates of carry-over effects which were not significant at the 5% level, but led to a loss of test sensitivity for detecting treatment differences. The authors recommend that all comparative crossover design studies in sensory evaluation be monitored for carry-over effects and that statistically determined sample size should be used to reduce the possibility of obtaining significant carry-over effects.     

PSYCHOPHYSICAL THINKING IN BUSINESS: PRODUCTS AND CONCEPTS

Psychophysical thinking informs both concept development and product design. With products, the researcher systematically varies ingredients/processes and measures consumer reactions such as acceptance and sensory impressions. The product data generate a model showing how the formulations drive ratings. With concepts (and package designs), the researcher systematically varies the presence/absence of elements/pictures and measures consumer reactions such as acceptance or appropriateness. The concept data generate a model showing how the elements drive reactions. Concept and product research look for relations among variables, at once to understand and also to engineer consumer‐acceptable products and messaging.     

Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand’s elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.     

Product Service Systems Users and Harley Davidson Riders: The Importance of Consumer Identity in the Diffusion of Sustainable Consumption Solutions

This article sets out an approach to researching sociocultural aspects of product service systems (PSSs) consumption in consumer markets. PSSs are relevant to industrial ecology given that they may form part of the mix of innovations that move society toward more‐sustainable material and energy flows. The article uses two contrasting case studies drawing on ethnographic analysis: Harley Davidson motorcycles and the Zipcar car club. The first is a case of consumption involving ownership; the second is one of consumption without ownership. The analysis draws on consumer culture theory to explicate the sociocultural, experiential, symbolic, and ideological aspects of these case studies, focusing on product ownership. The article shows that ownership of Harley Davidson motorcycles enables riders to identify with a brand community and to define themselves. Owners appropriate their motorcycles through customization. In contrast, Zipcar users resist the company's attempts to involve them in a brand community, see use of car sharing as a temporary fix, and even fear contamination from shared use of cars. We conclude that iconic products such as Harley Davidson motorcycles create emotional attachment and can challenge PSS propositions. But we also suggest that somewhat standardized products may present similar difficulties. Knowing more about sociocultural aspects of PSSs may help designers overcome these difficulties.     

Consumers' hedonic liking of different labeled and conventional food products in Slovenia

In recent years, like others in Europe, the Slovenian government has introduced national and European quality schemes and launched a campaign to inform consumers and boost demand for local products. Very few studies consider consumers' hedonic liking of different food products labeled with Protected Designation of Origin (PDO)/Protected Geographical Indication (PGI) indications. This study therefore aims to fill this research gap and identify whether information affects the hedonic liking of various typical Slovenian PDO/PGI‐labeled products compared to their alternative conventional food products, whether Slovenian consumers like different typical Slovenian PDO/PGI‐labeled food products relative to their conventional food products, and which food products they sensorically prefer. The study findings show consumer hedonic liking is identical for all PDO/PGI‐labeled regional products, yet their sensory preferences reveal some significant differences between the analyzed products by age, gender, and education. Accordingly, studies should employ different sensory analyses for different food products and not generalized consumer hedonic liking/preference based on just one food product.

Practical applications

The finding that consumers do not hold hedonic preferences for either PDO/PGI‐labeled or conventional products when both informed and blind has significant implications for the Slovenian government, the marketers of labeled products and consumer policy aiming to promote better labeled products. For transition countries like Slovenia that have recently introduced food products labeling meeting EU standard but have a relatively small food industry based on local ingredients, traditional recipes, and production methods, our findings reveal the need to extend and intensify promotion and communication activities that highlight the guaranteed quality and use of local ingredients to boost consumers' preferences for PDO/PGI‐labeled products like cheese, ham, and honey.     

Locomotory behaviour of the seven-spotted ladybird, Coccinella septempunctata, in response to five commonly used insecticides

Coccinella septempunctata is known to actively avoid substrates treated with an insecticide containing the organophosphate dimethoate. This study examines the responses of C.   septempunctata to a range of different insecticide products from three chemical classes, carbamates, organophosphates and pyrethroids. Five formulated product insecticides were compared with the active ingredients (AIs) at two different application rates and using two different spray patterns (conferring choice or no-choice designs) in a randomised block design. Coccinellids' responses differed between insecticide classes. Pyrethoid treatments significantly reduced locomotion. Organophosphates effected mixed locomotory responses, as found in previous studies. Carbamate treatments effected very few changes in locomotory activity. Similar results were found at both application rates tested and under different test designs. The results of the AI tests indicated that different components of the products were responsible for the different reactions, with the AIs being responsible for some responses but the carriers being responsible for others. Results are discussed in relation to the insecticides' modes of action and to their potential to increase the efficiency of integrated aphid control.     

INFLUENCE OF SELECTED MARKETING FACTORS ON CONSUMER RESPONSE TO RESTRUCTURED BEEF STEAKS: A CONJOINT ANALYSIS1

Restructured beef steaks, formulated with different beef particle sizes, fat content and binder levels, were evaluated with selected marketing factors by 30 consumers. Conjoint analysis was applied to consumers’hedonic scores and statement of purchase intent for raw and cooked steaks. Product preference, packaging and brand had significant (P < 0.05) impacts on hedonic scores for raw products. Price was an additional important factor in purchase intent. Parcooked products, only product preference was important for both hedonic rating and purchase intent. When products were not present, conjoint measurement indicated that nutritional information, price and brand influenced (P < 0.05) hedonic responses.     

Issues related to botanicals

Herbal product studies cannot be considered scientifically valid if the product tested was not authenticated and characterized in order to ensure reproducibility in the manufacturing of the product in question. Many studies refer to the use of standardized material, but in reality they are referring to chemical standardization. While chemical standardization is important, its utility is limited when the starting material is not well characterized botanically. Although the resulting studies are sound with respect to the actual product tested, adequate authentication of the product cannot be compared to other products on the market. Also, a comparison of one study to another cannot be made due to inconsistencies in the identity of the botanical matrix. The tools needed for authentication of the field plant material also depend on the plant and process involved. This could be as straightforward as botanical/morphological identification or as elaborate as genetic or chemical profiling. Authenticated raw material is the basic starting point for the development of a botanical product. However, harvesting, storing, processing and formulating methods may dramatically affect the quality and consistency of the final product by altering the desired marker components or by increasing the possibility of unwanted contaminants. Thus, validated methods to ensure quality control in manufacturing and storage are required tools for optimal efficacy and safety of the products. These controls are also critical for the evaluation of pharmacological, toxicological and clinical studies of the botanical supplements.     

Environmental analysis of packaging‐derived changes in food production and consumer behavior

This study analyzed the environmental impacts of packaging‐derived changes in food production and consumer behavior to assist packaging designers in making environmentally conscious decisions. Packaging can be functionalized to prevent food loss and waste (FLW), for example, extending the expiration date and apportioning the package size, but it can generate additional environmental impacts from changes in food and packaging production. Previous studies assessed additional impacts from packaging production; however, the effects of packaging functionalization are yet to be connected with food production and consumer behavior. To examine the effect of functionalization on these aspects, we analyzed packaging‐derived changes in food production for milk and cabbage products. The case study compared products with functionalized packaging that permits a longer expiration date or a smaller portion size to their base‐case products. Our results showed that the packaging‐derived changes increased the global warming potential (GWP) of food production more than other processes did. Thus, changes in food production weakened the effectiveness of the packaging functionalization to decrease the GWP. Moreover, the analysis of consumer behavior scenarios showed that consumers’ perception of the expiration date decisively influences the effectiveness of packaging functionalization. When consumers discarded food after the expiration date, provided they consumed in small quantities, the packaging functionalization reduced FLW. From the scenario analysis, we identified appropriate combinations of packaging functionalization and consumer behaviors to effectively decrease total GWP. With our expanded analysis, packaging designers can understand the effectiveness of their decisions on the product life cycle in reducing FLW and environmental impacts.     

Objective measures of emotion related to brand attitude: a new way to quantify emotion-related aspects relevant to marketing

With this study we wanted to test the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed. First, individuals rated common brands with respect to subjective preference. Then, they volunteered in an experiment during which their most liked and disliked brand names were visually presented while three different objective measures were taken. Participant's eye blinks as responses to acoustic startle probes were registered with electromyography (EMG) (i) and their skin conductance (ii) and their heart rate (iii) were recorded. We found significantly reduced eye blink amplitudes related to liked brand names compared to disliked brand names. This finding suggests that visual perception of liked brand names elicits higher degrees of pleasantness, more positive emotion and approach-oriented motivation than visual perception of disliked brand names. Also, skin conductance and heart rate were both reduced in case of liked versus disliked brand names. We conclude that all our physiological measures highlight emotion-related differences depending on the like and dislike toward individual brands. We suggest that objective measures should be used more frequently to quantify emotion-related aspects of brand attitude. In particular, there might be potential interest to introduce startle reflex modulation to measure emotion-related impact during product development, product design and various further fields relevant to marketing. Our findings are discussed in relation to the idea that self reported measures are most often cognitively polluted.     

THE PUSH–PULL OF MARKETING AND ADVERTISING AND THE ALGEBRA OF THE CONSUMER'S MIND*

This article suggests that the relationship between a brand and a product is a virtuous circle—the brand frames expectations for a product execution; and the product experience either strengthens the brand perceptions or weakens them. Empirical evidence, based on a comprehensive database of scores collected across multiple conjoint studies, then confirms the hypothesis that different product attributes synergize, or interact, with different brand names.     

QUESTIONNAIRE PRACTICE: WHAT HAPPENS WHEN THE JAR SCALE IS PLACED BETWEEN TWO “OVERALL” ACCEPTANCE SCALES?

ABSTRACT

Using the observational analysis of two different foods as test products, this note examined some interesting findings that emerge when the just‐about‐right (JAR) scale was placed after the overall liking rating, and before the preference ranking. The JAR data appeared to be statistically uncorrelated with the overall rating scales. First, this fortuitous observation from several studies suggests that the JAR scale can play a diagnostic role to determine how the consumer feels about changing the product. Second, the statistical analysis of the JAR ratings (e.g., bipolar nature of the JAR scale, its skewness and kurtosis) all suggest that the appropriate measure is %JAR, an incidence metric, rather than scale average, ought to be used both to report the results, and to create models relating to the JAR versus sensory magnitude or versus liking, respectively.

PRACTICAL APPLICATIONS

The results of the present analysis suggest that overall acceptance/liking can be the last question in the questionnaire design. That location is very important for the sensory analysis of foods eaten over time and then rated, as well as personal care and cosmetic studies where the products are used over time periods, and where the true evaluation of performance ought to be made at the end of the trial. In these long‐term uses, overall liking is generally the last question given at the end of the time period of product evaluation. The facts that the just‐about‐right (JAR) scales are independent of this final overall liking rating suggest that the integrity of the overall evaluation and usefulness of JAR as diagnostics will not be compromised.     

Two-Stage Categorization in Brand Extension Evaluation: Electrophysiological Time Course Evidence

A brand name can be considered a mental category. Similarity-based categorization theory has been used to explain how consumers judge a new product as a member of a known brand, a process called brand extension evaluation. This study was an event-related potential study conducted in two experiments. The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. In experiment 1, a prime–probe paradigm was presented in a pair consisting of a brand name and a product name in three conditions, i.e., in-category extension, similar-category extension, and out-of-category extension. Although the task was unrelated to brand extension evaluation, P2 distinguished out-of-category extensions from similar-category and in-category ones, and N400 distinguished similar-category extensions from in-category ones. In experiment 2, a prime–probe paradigm with a related task was used, in which product names included subcategory and major-category product names. The N400 elicited by subcategory products was more significantly negative than that elicited by major-category products, with no salient difference in P2. We speculated that P2 could reflect the early low-level and similarity-based processing in the first stage, whereas N400 could reflect the late analytic and category-based processing in the second stage.     

MAPPING THE EFFECT OF INFORMATION ABOUT ANIMAL WELFARE ON CONSUMER LIKING AND WILLINGNESS TO PAY FOR YOGURT

Preference mapping identified different groups of consumers on the basis of their disconfirmations (occurring when the product is either better or worse than expected) and assimilations (occurring when actual liking [L] moves toward the expectations). The negative disconfirmation of a group of consumers (Group 1) was based on the information about animal welfare (the products were worse than expected because the information about animal welfare induced high expectations), whereas in Group 2 the sensory properties of the products prevailed in orienting consumer disconfirmation (products were worse than expected because the sensory properties of low-fat yogurt were disliked). The map of assimilation showed that consumers from Group 1 had higher assimilation for plain yogurt associated with high welfare standards as a consequence of the high discrepancy between blind and expected L for these products. A similar behavior was observed for Group 2 (higher discrepancy between blind and expected L corresponding to higher assimilation for low-fat yogurt paired with high welfare standards).

PRACTICAL APPLICATIONS

Consumers based their choices both on sensory properties (plain yogurts were preferred to low-fat yogurts) and on information about animal welfare (products associated with high welfare standards were preferred to the others). Preference mapping was able to identify groups of consumers behaving differently, as compared with the general trend, on the basis of their disconfirmations and assimilations.
Consumer willingness to pay reflected the hedonic behavior, thus validating the auction procedure for food liking evaluation purposes and providing a useful tool to obtain information about the real value (i.e., in monetary terms) consumers give to animal welfare.     

Chemical Composition of Defatted Cottonseed and Soy Meal Products

Chemical composition is critical information for product quality and exploration of new use. Hence defatted cottonseed meals from both glanded (with gossypol) and glandless (without gossypol) cotton seeds were separated into water soluble and insoluble fractions, or water soluble, alkali soluble as well as total protein isolates. The contents of gossypol, total protein and amino acids, fiber and carbohydrates, and selected macro and trace elements in these products were determined and compared with each other and with those of soy meal products. Data reported in this work improved our understanding on the chemical composition of different cottonseed meal products that is helpful for more economical utilization of these products. These data would also provide a basic reference for product standards and quality control when the production of the cottonseed meal products comes to pilot and industrial scales.     

The influence of packaging on consumers’ quality perception of carrots

The aim of the present research was to investigate the influence of packaging design on consumers' perception of quality of fresh carrots. We adopted a conjoint analytic approach in which 251 Danish consumers rated the perceived quality and value (expected price) of nine packaging images, obtained by systematically varying packaging type (plastic bag, plastic box, cardboard paper) and label color (blue, brown, grey). The results revealed that the main attribute influencing the perceptions of the consumer was packaging type. Specifically, the box packages (both plastic and cardboard) were associated to carrots of significantly higher perceived value and quality compared to the plastic bag packages. Furthermore, the study identified the most important aspects consumers attend to when purchasing carrots. A transparent packaging, allowing consumers to inspect the produce, was mentioned as the most important aspect. Being organic and local were identified as the second and third most important, respectively.

Practical applications

Packaging is an important extrinsic product attribute that can influence consumer perceptions of fresh produce. The results have implications for retailers and producers with respect to the choice of packaging and label design. Specifically, consumers associated box packages to higher quality produce, suggesting that carrots in this type of package may command higher price and/or be preferred to bagged alternatives at a similar price point. The study further indicated the importance of using a transparent packaging that clearly allow consumers to inspect the produce, and also suggest that “organic” and “local” are important drivers of purchase for this product category.