Consumer evaluation of healthy, unpleasant-tasting food and the post-taste effect of positive information

被引:16
作者
Suzuki, Satoko [1 ]
Park, Jaewoo [2 ,3 ]
机构
[1] Hitotsubashi Univ, Grad Sch Int Corp Strategy, Chiyoda Ku, 2-1-2 Hitotsubashi, Tokyo 1018439, Japan
[2] Chiba Univ Commerce, Grad Sch Commerce, 1-3-1 Konodai, Ichikawa, Chiba 2728512, Japan
[3] Musashi Univ, Fac Econ, Nerima Ku, 1-26-1 Toyotamakami, Tokyo, Japan
关键词
Healthy food; Unpleasant taste; Information; Order effect; Mobilization-minimization hypothesis; Judgement;
D O I
10.1016/j.foodqual.2018.01.006
中图分类号
TS2 [食品工业];
学科分类号
0832 ;
摘要
Previous research on taste evaluations has often featured tasty foods. However, some foods taste unpleasant, particularly those that are good for our health. In two experiments, we showed that for unpleasant-tasting foods, the effect of positive information on taste experiences differs from the findings in the previous literature. When positive information about the food was given after tasting, participants evaluated the product experience more positively than when the same information was given before tasting. Here, we propose the mobilization-minimization hypothesis as a potential explanation for this post-tasting positive information effect. Furthermore, mediation analysis revealed a significant indirect effect of information order on product evaluation through emotional change. Taken together, learning positive information about unpleasant-tasting foods, particularly about their health benefits, may minimize the negative emotional impact of that experience, thereby positively influencing product evaluation. The theoretical and practical implications of this research are discussed.
引用
收藏
页码:107 / 110
页数:4
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