A theoretical description and experimental exploration of tri-reference point theory with respect to food choice

Recent findings within behavioural decision-making suggest that individuals make use of a tri-reference point set when making choices. This implies that choices and preference formation among competing products that are considered acceptable, but differ in desirability, are formed differently along the continuum from bottom line to target level. This study examined whether personal goals, as multiple reference points in relation to food product choice, inherit the properties of a value function. It was posited that goals as cognitive constructs are translated through the target object (the product) and through judgement and context into a representation of identified product preferences. The types of preferences that characterise the different goal levels were then analysed using data collected in an in-store, non-hypothetical consumer experiment with a random sample of 236 consumers. The existence of tri-reference point dependence was strongly supported, with the data indicating that product choices and preferences were moderated by transitions across reference states. Moreover, during transitions notable relative changes in evaluation of the product were identified. These results have normative implications for food product marketing in terms of targeting consumer needs. More importantly, they have strong methodological implications for studies on consumer preferences.     

The relative importance of primary food choice factors among different consumer groups: A latent profile analysis

Food choices determine consumers’ dietary and energy intakes, and in turn their risk of obesity and diet-related diseases. Factors affecting food choices are complex, varied, and inter-connected. The aims of this study were to assess the relative importance of four factors influencing food choices (taste, price, healthiness, and convenience) and identify segments of consumers according to their ratings. Australian consumers (n = 1,558) aged 18 + years completed an online survey assessing a range of factors influencing their food choices, including the perceived importance of taste, price, healthiness, and convenience. Latent profile analysis was undertaken to identify segments, with bivariate analyses then conducted to describe the differences between the derived segments. Overall, taste was reported to be the dominant factor determining food choices (Mean (M) = 4.42; SD = 0.72; z-score = 0.43), followed by price (M = 4.19; SD = 0.78; z-score = 0.15), healthiness (M = 4.07; SD = 0.82, z-score = 0.00), and finally convenience (M = 3.79; SD = 0.82, z-score = -0.35). However, there were variations in absolute and relative ratings across the four identified segments. Two segments (‘High involvement’ and ‘Taste focused’, together accounting for 53% of the sample) rated taste highest, and the other two segments (‘Moderate involvement’ and ‘Indifferent’, 47% of the sample) rated price highest. Age, gender, residential location, and responsibility for grocery shopping were associated with segment membership. Understanding the dominant drivers of food choices across different consumer segments is useful for the development of tailored nutrition promotion messages and interventions to address obesity and other diet-related diseases.     

Modelling consumer choice through the random regret minimization model: An application in the food domain

In line with findings on post-purchase food-choice regret, one can expect that pre-purchase anticipated regret with respect to forgone (non-chosen) alternatives has an impact on consumer food choices, especially when the choice is considered to be important. The traditional Random Utility Maximization (RUM) models for discrete choices may not fully capture this impact. This study investigates the usefulness and potential in the food domain of a discrete choice model that follows the regret minimization principle, the Random Regret Minimization (RRM) model, as an alternative and complement to existing RUM models. The two models are applied to consumer stated choices of cheese in a choice experiment. The study also investigates whether and to what extent a number of personality traits determine whether particular consumers rather choose according to utility-maximization, or regret-minimization principles. Results show that at the aggregate level the two models have a similar goodness of fit to the data and prediction ability. Still, each of them shows better fit for particular subgroups of consumers, based on personality traits. Hence, the present study reveals a potential for the RRM model applications in the food domain, and adds to the empirical literature supporting previous findings on the RRM model found in other contexts. Further research is needed to explore in which situations and for which consumer segments the RRM model is the most useful model.     

The effects of contexts on consumer emotions and acceptance of a domestic food and an unfamiliar ethnic food: a cross-cultural comparison between Chinese and Korean consumers

Food Science and Biotechnology - Contexts are known to affect hedonic and emotional responses to various food products. This study was conducted to investigate the effects of context on consumer...     

GM food and neophobia: connecting with the gatekeepers of consumer choice

Resistance to importation of genetically modified (GM) foods in rich countries has deterred governments in many food‐exporting countries from approving the planting of GM food crops for fear of damaging export markets for conventional food. Apart from governments that have actively imposed barriers to entry, another level of resistance can arise from food distribution channel members deciding not to import foods which they believe consumers in their markets will not want. GM foods fall in this category in some markets, particularly in Europe. In China and India, the two most populous consumer markets, pragmatic considerations appear likely to overcome neophobia regarding this technology, provided that benefits are adequately communicated to consumers. Choice‐modelling experiments show that the same may well be true in Europe. Copyright © 2008 Society of Chemical Industry     

Negative emotions,positive actions: Food safety and consumer intentions to purchase ethical food in China

Although ensuring food safety is still an urgent social issue in China, ethical consumption practices are relatively new, and ethical food is not widely consumed. Chinese consumers often face confusing information about a particular food product's safety and are concerned about the situation. Drawing upon stress coping theory, this study examines whether consumer confusion and negative emotions drive intentions to adopt ethical food. Data collected from a sample of 505 consumers were analyzed using structural equation modeling. The results show that consumer confusion has a significant impact on negative emotions, which in turn influence intentions to purchase ethical food products. This research advances the food preference literature by providing a new perspective on ethical consumption based on coping strategies. The findings are important for policymakers and business leaders seeking to develop and better promote safer and more ethical food programs in China.     

Health body priming and food choice: An eye tracking study

The “gaze bias theory” suggests that people tend to look longer at items that are eventually chosen. This was not entirely confirmed for food choice, a complex phenomenon influenced by many factors. Although it has been shown that health-related primes affect both consumer attention and choice, the effect of unhealthy body shape primes on these outcomes is largely unknown. Therefore, we here investigated how body primes, namely normal weight (NW), severely overweight (OW) and severely underweight (UW) body shapes, influenced attention and choice for low-calorie food (LcFd) and high-calorie food (HcFd). We hypothesized that OW and UW primes would activate opposing health goals (weight-loss vs. weight-gain respectively). Fifty normal weight sated females completed a primed food choice task in which choices between a LcFd and HcFd, matched for subjective liking, were presented after control or human body shapes (NW, UW or OW). In each trial participants had to identify the shape (i.e., non-human, human male or human female) and then choose the food they wanted to eat at that moment. Gaze was recorded by an eye tracker. Results showed that, although primes did not influence the choice, the total dwell time on chosen HcFd was higher when preceded by an OW prime compared with chosen LcFd and chosen HcFd preceded by an UW prime. Also, both total dwell time and the number of fixations were higher for chosen food compared with non-chosen food as well as for HcFd compared with LcFd without a corresponding higher proportion of HcFd choice. Overall, these data shed light on the interactions between attention, health body priming and food choice.     

Correlates of food choice in unemployed young people: The role of demographic factors,self-efficacy,food involvement,food poverty and physical activity

Associations between socio-demographic and psychological factors and food choice patterns were explored in unemployed young people who constitute a vulnerable group at risk of poor dietary health. Volunteers (N = 168), male (n = 97) and female (n = 71), aged 15–25 years were recruited through United Kingdom (UK) community-based organisations serving young people not in education training or employment (NEET). Survey questionnaire enquired on food poverty, physical activity and measured responses to the Food Involvement Scale (FIS), Food Self-Efficacy Scale (FSS) and a 19-item Food Frequency Questionnaire (FFQ). A path analysis was undertaken to explore associations between age, gender, food poverty, age at leaving school, food self-efficacy (FS-E), food involvement (FI) (kitchen; uninvolved; enjoyment), physical activity and the four food choice patterns (junk food; healthy; fast food; high fat). FS-E was strong in the model and increased with age. FS-E was positively associated with more frequent choice of healthy food and less frequent junk or high fat food (having controlled for age, gender and age at leaving school). FI (kitchen and enjoyment) increased with age. Higher FI (kitchen) was associated with less frequent junk food and fast food choice. Being uninvolved with food was associated with more frequent fast food choice. Those who left school after the age of 16 years reported more frequent physical activity. Of the indirect effects, younger individuals had lower FI (kitchen) which led to frequent junk and fast food choice. Females who were older had higher FI (enjoyment) which led to less frequent fast food choice. Those who had left school before the age of 16 had low food involvement (uninvolved) which led to frequent junk food choice. Multiple indices implied that data were a good fit to the model which indicated a need to enhance food self-efficacy and encourage food involvement in order to improve dietary health among these disadvantaged young people.     

The influence of taste-congruent soundtracks on visual attention and food choice: A cross-cultural eye-tracking study in Chinese and Danish consumers

Sound can have a profound impact on our eating experience and behavior. The term “sonic seasoning”, arising from crossmodal correspondences, denotes the tendency for soundtracks with congruent taste/flavor attributes to alter people’s food perception. However, the implicit behavior effects of such sound-taste correspondence have not yet been tested. Employing eye-tracking technology, the current study explored the influence of custom-composed taste-congruent soundtracks on visual attention to food, and how this audio-visual relationship differs across cultures. Seventy-two participants (37 Chinese; 35 Danish) were each exposed to three sound conditions (“sweet music”, “salty music”, no music) while observing different food items in a choice paradigm. Across both cultures, participants spent more time fixating on sweet food while listening to “sweet music” and salty food when listening to “salty music”, while no differences were observed in the no music condition. Danish participants had, regardless of sound condition, longer fixation times on the food images compared to their Chinese counterparts. Participants’ choices in each sound condition were consistent with fixation time spent, implying a clear congruency effect between music and choice behavior. Our findings provide evidence of how specifically tailored music can guide consumers’ visual attention to specific food items, suggesting that the brain indeed integrates multiple streams of sensory information during decision-making. The cross-cultural aspect of our study can ultimately be valuable for understanding auditory nudging in different market segments.     

Mindfulness and willingness to try insects as food: The role of disgust

Mindfulness, commonly associated with Buddhism, refers to the state of being aware, taking note of what is going on within oneself and outside of the world. In the current research, we examine the possible impact of mindfulness on willingness to try insect foods. We present the results of three studies—one correlational and two experimental—illustrating that mindfulness increases disgust and lowers willingness to try eating insects. On the one hand, this counters existing literature that mindfulness reduces emotional reactivity. On the other hand, it is in-line with mindfulness making one more aware and accepting of present and incoming information, which would conceivably include context-relevant emotions such as disgust in the case of eating insects that Western cultures see as disgusting. Our findings support the latter possibility. We situate our work within the literature on the various impacts of mindfulness on food choice. We also discuss implications for food sustainability practitioners.     

Measuring consumer resistance to a new food technology: A choice experiment in meat packaging

The success of new food technologies hinges on consumers’ behavioral responses to the innovation. New packaging technologies associated with improved quality and safety have been introduced but it is unclear if they will be successful. The market success of food innovations depends critically on consumers’ perceptions of and response to the technologies. Using non-hypothetical consumer choice experiments and the food technology neophobia scale, this study examines consumer perceptions and estimates willingness-to-pay (WTP) for vacuum packaging of fresh beef under different information treatments. The findings suggest that information about the positive and potential negative properties of vacuum packaging play an important role in shaping consumers’ attitudes towards vacuum packaging and WTP for vacuum-packaged beef steaks. Results for participants FTNS scores are significantly correlated with their stated food safety perceptions, indicating that risk perceptions together with food safety concerns are major determinants of consumer resistance to food technologies. The results demonstrate the importance of consumer information and education about new food technologies in light of underlying resistance factors to avoid innovation failure in the marketplace.     

Motives for food choice: a comparison of consumers from Japan, Taiwan, Malaysia and New Zealand

With increasing emphasis on understanding consumer preferences in export markets, particularly in Asia, there is a need to determine those factors that influence food choice in other cultures. The Food Choice Questionnaire (FCQ), which assess the relative importance of nine factors thought to be important motives in food choice: Health, Mood, Convenience, Sensory Appeal, Natural Content, Price, Weight Control, Familiarity, andEthical Concern, was administered to groups of female consumers in Japan, Taiwan, Malaysia, and New Zealand. The Food Neophobia Scale was also administered in New Zealand, Taiwan and Japan. There was agreement between Taiwanese and (ethnically Chinese) Malaysian consumers in the most important food choice factors: Health, Natural Content, Weight Control andConvenience. In contrast, Price was most important for Japanese consumers and Sensory Appeal for New Zealand consumers. Familiarity was rated as least important by all countries, and Ethical Concern was also considered unimportant by all countries except Japan, where it was rated as relatively important. Older consumers generally gave higher ratings. Differences between consumer groups were also shown in the degree of neophobia. These data are important in demonstrating differing motives for food choice cross-culturally, and also provide indications of which food claims may be useful in promoting choice in the countries studied.     

Combining means-end chain analysis and the Portrait Value Questionnaire to research the influence of personal values on food choice

Personal values can be measured using quantitative or qualitative methods. This paper aims to investigate the attribute-consequence-value patterns collected from means-end chain analysis and to examine their relationship to personal value domains from Schwartz value theory measured through the use of the Portrait Value Questionnaire. The study was performed on two product categories, potato chips and orange juice, in which two value segments of opposing value domains were found, Conservatism and Openness to change clusters. There was consistency between means-end chain analysis results and the expected traits of the value domains. The Conservatism cluster embracing security, tradition, and conformity values sought financial security through saving money by paying more attention to price and selected familiar brands in order to avoid risks of spending extra money. The Openness to change cluster, which embraced hedonism and stimulation values, emphasized attaining pleasure and enjoyment in life through various consequences that branched out from a number of sensory product attributes. This study illustrates the compatibility between the two instruments. The use of means-end chain analysis confirmed Schwartz’s definition of values as guiding behavior, and that values are ordered by relative importance.     

Willingness to adopt a more plant-based diet in China and New Zealand: Applying the theories of planned behaviour,meat attachment and food choice motives

The purpose of this study is to explore the significant factors that drive consumers’ willingness to adopt a more plant-based diet, in both an Asian developing country (China) and a Western developed country (New Zealand), on the basis of three theories: meat attachment factors, the theory of planned behaviour and food choice motives. The data were collected through online surveys in China (n = 604) and New Zealand (n = 581). Confirmatory factor analysis and structural equation modelling were used for the data analysis. Consumers’ willingness to adopt a more plant-based diet was significantly linked to all the four meat attachment factors (Hedonism, Affinity, Entitlement and Dependence), four factors based on the Theory of Planned Behaviour (Subjective norms, Personal norms, Perceived behavioural control and Attitudes), and one food choice motive (Environmental concern). There were differences between China and New Zealand in the impact of the meat attachment factors and the theory of planned behaviour factors on the willingness to adopt a more plant-based diet.     

A laboratory-based assessment of mother-child snack food selections and child snack food consumption: Associations with observed and maternal self-report of child feeding practices

This study explored how mothers' observed and self-reported child feeding practices (child control over food choices, encouragement of balance and variety, and teaching about nutrition) were associated with mother-child snack food selections and child snack food consumption in a laboratory setting. Mothers (N = 107) and their 4.5-year-old children (52% female) selected up to 5 snack foods (out of 9 snack foods: 6 higher-energy-density [ED] and 3 lower-ED) for optional child consumption throughout a one-hour laboratory visit. Mothers’ in-the-moment child feeding practices during the snack food selection task were coded using observational coding schemes, and mothers’ global child feeding practices (i.e., across meals and snacking occasions) were self-reported using the Comprehensive Feeding Practices Questionnaire (Musher-Eizenman & Holub, 2007). Results of multiple linear regression analyses with covariates showed that higher-ED snack food selections were positively associated with observed child control over food choices (B = 0.35, SE = 0.12, p = .006) and self-reported teaching about nutrition (B = 0.49, SE = 0.19, p = .010), and negatively associated with self-reported encouragement of balance and variety (B = −0.66, SE = 0.24, p = .007). Lower-ED snack food selections were positively associated with self-reported encouragement of balance and variety (B = 0.53, SE = 0.20, p = .008). Child consumption of higher-ED or lower-ED snack foods were not significantly associated with mothers’ child feeding practices (observed or self-reported). We discuss the implications of these findings for future research on children’s snack food selection and consumption.     

The relationship between disgust sensitivity and behaviour: A virtual reality study on food disgust

This study was the first to use virtual reality for disgust research and pursued two aims. First, we explored whether it was possible to induce disgust in a virtual environment. Second, we examined the relationship between food disgust sensitivity, presence (a psychological state of “being there”), and participants’ willingness to eat a food item after exposure to a virtual disgust cue. We asked 100 participants to eat chocolate and complete a tasting experiment within a virtual environment while wearing a head-mounted HTC Vive device. The control group (n = 50) saw a piece of chocolate appear in the virtual environment on a table in front of them before being asked to take and eat it. The disgust group (n = 50) saw a dog that walked across the table and stopped halfway to produce dog faeces that looked like a piece of chocolate. Subsequently, participants were asked to eat a real piece of chocolate. In both groups, participants were given the opportunity to refuse consumption. Participants in the experimental condition were more likely to refuse consumption than those in the control condition. Furthermore, in the experimental condition, we found that physical presence mediated the relationship between participants’ food disgust sensitivity and willingness to eat the chocolate. Our data suggested that virtual reality is a valid way to evoke disgust for the purposes of research and that people who are disgust sensitive have more difficulty ignoring virtual disgust cues than people who are less disgust sensitive.     

Not too ugly to be tasty: Guiding consumer food inferences for the greater good

The issue of food waste is an important societal challenge with a significant environmental impact. An important issue contributing to food waste is consumers’ unwillingness to purchase suboptimal food. Past literature has shown that people prefer perfectly formed food to abnormally shaped food when given a choice, but much of the mechanism underlying this preference is not well documented. Using a framework based on the halo effect, the authors focus on consumers affective and cognitive responses that cause them to shy away from produce that does not meet the usual aesthetic criteria. Results demonstrate that consumers find well-formed produce vs. deformed produce to be more aesthetically pleasing (beautiful) and that this positive affective reaction leads to more positive consumer inferences of taste, health, and quality. Results also indicate that consumers view sellers of well-formed produce to be more competent than sellers of deformed produce and that this perception is driven by perceptions of beauty and consumer inferences of taste, health, and quality. Lastly, results show that the effects of form on consumer inferences may depend on different distribution channels. Shopping at a farmers market mitigates the impact of the deformation on consumer inferences. Given that form and actual taste, health, and quality are not generally correlated, the results indicate that consumers are making inaccurate inferences. Exploring these inferences has the potential to open new avenues to educate consumers.     

The influence of country-of-origin stereotypes on consumer responses to food safety scandals: The case of the horsemeat adulteration

Food safety scandals are recurring events in the food industry worldwide and companies are not immune to these incidents. However, there is a paucity of studies that examine how consumers evaluate and respond to brands involved in food crises and how consumers’ prejudicial views about brands may bias these responses. Following attribution theory, the current study analyzes the psychological mechanisms through which consumers form judgments about a brand’s culpability in the aftermath of a food safety scandal. Furthermore, this study assesses how the dimensions of a brand’s country-of-origin (perceived competence and perceived warmth) affect the mechanism of blame attribution.A real food crisis, the 2013 European horsemeat adulteration scandal, provides the framework for an experimental study with 816 Italian consumers. The results show that perceived country-of-origin warmth diminishes consumers’ perceptions of internal locus, stability, and controllability of the food incident, thus decreasing consumers’ attributions of blame toward the faulty brand. Perceived competence increases consumers’ perceptions of the controllability of the harmful behavior which leads to higher attributions of blame. Higher blame attribution leads to lower intentions to buy the brand in the future. Furthermore, when consumers perceive the food scandal as highly severe and when they are highly ethnocentric, perceived competence diminishes consumers’ perceptions of internal locus and stability of the food incident.The theoretical contribution of the study and practical implications for food brand managers are addressed.