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Perceived Situational Appropriateness as a Predictor of Consumers' Food and Beverage Choices

机译:视情况而定的适当性可预测消费者的食物和饮料选择

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摘要

This research investigated whether perceived situational appropriateness (defined as the degree of fit between product and intended usage situations) is predictive of consumer choices for foods and beverages, on the theoretical premise that intended usage situation acts as a frame of reference in orienting choices. Extant research on the topic, though suggestive of a link, is very limited in scope and almost completely lacking with regards to choice behavior (as opposed to other aspects, such as food acceptability or intake). To address the hypotheses, data collected in a series of 15 experiments (N = 2,813 consumers in total)—covering a wide range of product categories and usage situations—are presented. In all studies, participants evaluated a set of stimuli varying with respect to perceived appropriateness (low to high), and evaluated each stimulus either monadically using a choice likelihood scale or by performing a discrete choice task. Regression analyses from all studies consistently indicated that perceived appropriateness significantly predicted choice response. The results were robust with respect to variation in product category and experimental protocol and, overall, strongly support the notion that appropriateness can provide a simple yet powerful (in some case accounting for over 50% of variance) predictor of consumer choice. Effect sizes varied substantially: perceived appropriateness explained from a minimum of 3% to over 65% of variance in consumer choice, and this variation was linearly related to the degree of product heterogeneity in the product sets. This research also investigated possible moderators of the link between appropriateness and choice, by relating the results to consumers' product familiarity and involvement. While both traits significantly (and positively) affected choice, they did not interact with appropriateness. Possible explanations for these results, as well as other possible candidate moderators to explore in future research, are highlighted.
机译:这项研究在理论上以预期的使用情况作为定向选择的参考框架的理论前提下,调查了感知的情况适当性(定义为产品与预期的使用情况之间的契合程度)是否可以预测消费者对食品和饮料的选择。关于该主题的现有研究尽管暗示了某种联系,但其范围非常有限,并且几乎完全缺乏选择行为(与其他方面(例如食物可接受性或摄入量)相反)。为了解决这些假设,提出了一系列15个实验(总共N = 2,813个消费者)中收集的数据,这些数据涵盖了广泛的产品类别和使用情况。在所有研究中,参与者评估了一组根据感知的适当性(从低到高)而变化的刺激,并使用选择可能性量表或通过执行离散选择任务对每个刺激进行了评估。所有研究的回归分析一致表明,感知的适当性显着预测了选择反应。关于产品类别和实验方案的变化,结果是可靠的,并且总体而言,强烈支持以下观点:适当性可以提供简单而有效的(在某些情况下占到差异的50%以上)消费者选择的预测变量。效果大小有很大差异:感知的适当性可以解释为消费者选择差异的最小3%至超过65%,并且这种差异与产品组合中产品异质性程度呈线性关系。这项研究还通过将结果与消费者对产品的熟悉程度和参与程度联系起来,研究了适当性和选择之间联系的可能的调节者。虽然这两个特征显着(并积极地)影响了选择,但它们与适当性并没有相互作用。重点介绍了这些结果的可能解释,以及未来研究中可能探索的其他候选主持人。

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