Can advertising influence the results of hedonic tests for food products?

This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand.

Can advertising influence the results of hedonic tests for food products?

Christian Dianoux

University of Lorraine, CEREFIGE

Dan Petrovici

University of Kent, Kent Business School

Anne-Laure Minondo

Qualtech

Introduction

Market research (concept, product and market testing) was identified as one of the most important factors to successful new product development (Khan et al. 2012). In this field, considerable research aims to identify the influences of specific variables on consumer evaluations of food. Previous studies evaluated the influence of personal values (Allen et al.2008), intrinsic product characteristics such as packaging (Wansink & Van Ittersum 2003), the presence of nutritional...

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