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Tackling food for neophobia : investigation of a mixed slogan approach to facilitate the introduction of unknown food products

Leufkens, J.M. (2012) Tackling food for neophobia : investigation of a mixed slogan approach to facilitate the introduction of unknown food products.

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Abstract:Food neophobia can be seen as a potential barrier for the introduction of new food products. This study investigated if slogans could facilitate these introductions by corresponding to the needs of food neophobics and food neophilics. An unknown dairy and an unknown fish product were used to examine the effectiveness of slogans stressing the newness, familiarity or both of these values simultaneously. The study had a 2 (products: dairy vs. fish) × 3 (slogans: newness vs. familiarity vs. mixed message) between-subjects design and was conducted through an online questionnaire with digital advertisements (N = 222). Food neophobics showed an overall lower preference for both of the products and none of the slogans were able to significantly increase this preference. The slogan conveying newness, however, did increase the preference in food neophilics for the dairy product. The mixed slogan showed only partial effectiveness in increasing respondent’s preference. This was also only true for neophilics, but not for neophobics. Furthermore, the sequential presentation of the two products showed latent effects of the first product on the evaluation of the second one. The data indicates that the evoked contrast effect alters the evaluation resulting in more extreme perception.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62784
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