Understanding Taste Perception - chocolate alternative

Le résumé fourni par la source

This research aims to investigate how consumers evaluate and accept food innovations over repeated exposure and time. Initially, participants will taste and evaluate a food innovation (yellow pea-based chocolate alternative) and respond to general consumption-related and socio-demographic questions (start survey, approx. 15 min). Participants will receive the food innovation for a 14-day home consumption period (of which participants need to consume the product at least 10 times), and they will be daily asked to evaluate the food innovation (if they have consumed it since the last daily questions). On day 14, participants will receive an end survey (approx. 10 min.). Like the start survey, the end survey captures diverse covariates (e.g., habitual food preferences, change seeking tendency). Overall, we are interested in initial differences between expected and experienced taste, how expected and experienced taste change over time / repeated exposure and how this affects diverse consumer responses (e.g., purchase intention). We hypothesize that initially the food alternative, i.e., the yellow pea-based chocolate alternative will be evaluated less favorably than conventional chocolate, i.e., the taste consumers expect for (conventional) chocolate. Furthermore, we hypothesize that participants evaluate the food innovation more favorably over exposure and that the initial gap between expected and experienced taste decreases over time / exposures. Additionally, we test multiple moderations, that is, we test whether prior product usage frequency, baseline liking, and consumer characteristics (e.g., change seeking tendencies) influence consumer evaluations.

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