Department of Management

Measuring acceptance of new food product concepts: The role of cognitive mediation

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New product concepts are routinely tested by showing members of the target group verbal and/or pictorial descriptions of new products and measuring reactions like overall liking and purchase intention. However, little is known about the processes leading to consumer acceptance or rejection of new product concepts. We develop a new form of concept test that, employing structural equation modelling, allows us to trace how different elements of the concept description contribute to acceptance or rejection of the concept, either cognitively mediated by triggering expectations about product quality and convenience, or without cognitive mediation (see figure). Using examples of new pork-based product concepts and data from four countries (Denmark, Germany, Netherlands, UK), we elaborate on the role of these two routes towards new product acceptance. We propose that the increased role of storytelling in the launch of new food products makes the non-cognitively mediated route towards acceptance more important, and suggest that the Food Kansei approach may be a good source of inspiration for understanding consumer acceptance of new food products.
Original languageEnglish
Publication year2013
Publication statusPublished - 2013
Event10th Pangborn Sensory Science Symposium - Rio de Janeiro, Brazil
Duration: 11 Aug 201315 Aug 2013

Conference

Conference10th Pangborn Sensory Science Symposium
CountryBrazil
CityRio de Janeiro
Period11/08/201315/08/2013

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