How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach
Multi-response approaches have gained popularity in product-based research for obtaining deeper and more generalizable product insights related to product performance. Through a natural in-store field experiment, this study examined how perception-based and experience-based measures, within a multi-...
| Autores principales: | , , , |
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| Formato: | Journal Article |
| Lenguaje: | Inglés |
| Publicado: |
Elsevier
2021
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/114867 |
| _version_ | 1855515568699867136 |
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| author | Lagerkvist, Carl Johan Mwende, J. Muoki, Penina Ngusye Okello, J.J. |
| author_browse | Lagerkvist, Carl Johan Muoki, Penina Ngusye Mwende, J. Okello, J.J. |
| author_facet | Lagerkvist, Carl Johan Mwende, J. Muoki, Penina Ngusye Okello, J.J. |
| author_sort | Lagerkvist, Carl Johan |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Multi-response approaches have gained popularity in product-based research for obtaining deeper and more generalizable product insights related to product performance. Through a natural in-store field experiment, this study examined how perception-based and experience-based measures, within a multi-response approach, serve to predict actual product choice. We investigated consumers’ evaluation and acceptance of a novel biofortified orange-fleshed sweetpotato (OFSP) puree bread with a set of 141 (Treatment A: OFSP bread) and 204 (Treatment B: other bread) randomly selected bread buyers in Nairobi, Kenya. Non-parametric machine learning methods were used for partitioning and predictive purposes. They included unbiased conditional inference trees and theory-based model-based recursive partitioning. After identifying an individual specific reference product, we first examined how Just-About-Right scaling for sensory evaluation related to nutritional beliefs, liking, and economic valuation. The latter measure was based on an incentive-compatible and consequential Becker-DeGroot-Marshak approach. The results revealed structural differences in the way that the evaluation of sensory attributes are predictive of the perception-based measures. Liking evaluation was strongly predictive of actual choice, while the economic valuation was only weakly so. Notably, neither nutritional beliefs as a food quality characteristics nor any of the dimensions related to product conceptualizations by CATA counts, including that of emotions, were predicative of the actual choice. These results suggest a further need to develop and integrate measures related to circumstantially derived state of wanting to better predict actual product choice in a natural environment. |
| format | Journal Article |
| id | CGSpace114867 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | Elsevier |
| publisherStr | Elsevier |
| record_format | dspace |
| spelling | CGSpace1148672025-03-31T18:28:03Z How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach Lagerkvist, Carl Johan Mwende, J. Muoki, Penina Ngusye Okello, J.J. organoleptic analysis consumers sweet potatoes product development feeding preferences bread food science Multi-response approaches have gained popularity in product-based research for obtaining deeper and more generalizable product insights related to product performance. Through a natural in-store field experiment, this study examined how perception-based and experience-based measures, within a multi-response approach, serve to predict actual product choice. We investigated consumers’ evaluation and acceptance of a novel biofortified orange-fleshed sweetpotato (OFSP) puree bread with a set of 141 (Treatment A: OFSP bread) and 204 (Treatment B: other bread) randomly selected bread buyers in Nairobi, Kenya. Non-parametric machine learning methods were used for partitioning and predictive purposes. They included unbiased conditional inference trees and theory-based model-based recursive partitioning. After identifying an individual specific reference product, we first examined how Just-About-Right scaling for sensory evaluation related to nutritional beliefs, liking, and economic valuation. The latter measure was based on an incentive-compatible and consequential Becker-DeGroot-Marshak approach. The results revealed structural differences in the way that the evaluation of sensory attributes are predictive of the perception-based measures. Liking evaluation was strongly predictive of actual choice, while the economic valuation was only weakly so. Notably, neither nutritional beliefs as a food quality characteristics nor any of the dimensions related to product conceptualizations by CATA counts, including that of emotions, were predicative of the actual choice. These results suggest a further need to develop and integrate measures related to circumstantially derived state of wanting to better predict actual product choice in a natural environment. 2021-12 2021-09-04T06:21:28Z 2021-09-04T06:21:28Z Journal Article https://hdl.handle.net/10568/114867 en Open Access Elsevier Lagerkvist, C., Mwende, J., Muoki, P., & Okello, J. J. (2021). How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach. Food Quality and Preference. ISSN 1873-6343. 94, 104320. |
| spellingShingle | organoleptic analysis consumers sweet potatoes product development feeding preferences bread food science Lagerkvist, Carl Johan Mwende, J. Muoki, Penina Ngusye Okello, J.J. How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach |
| title | How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach |
| title_full | How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach |
| title_fullStr | How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach |
| title_full_unstemmed | How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach |
| title_short | How useful are perception- and experienced-based measures in predicting actual food choice? Evidence from an in-store field experiment using a multi-response approach |
| title_sort | how useful are perception and experienced based measures in predicting actual food choice evidence from an in store field experiment using a multi response approach |
| topic | organoleptic analysis consumers sweet potatoes product development feeding preferences bread food science |
| url | https://hdl.handle.net/10568/114867 |
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