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Profiling taste-motivated segments.

Brian Wansink1, Randall Westgren

  • 1University of Illinois, 350 Wohlers Hall, Champaign, IL 61801, USA. wansink@uiuc.edu

Appetite
|November 26, 2003
PubMed
Summary
This summary is machine-generated.

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Early adopters of nutritious foods are motivated by taste and health. Profiling taste preferences can help promote adoption of new foods like soy, fruits, and vegetables.

Area of Science:

  • Food science
  • Consumer behavior
  • Nutrition

Background:

  • Dietary adoption is driven by taste and health motivations.
  • Taste can be an enduring driver for dietary change.
  • Profiling taste-motivated consumers aids in identifying adoption segments.

Purpose of the Study:

  • To describe a procedure for profiling taste-motivated food consumers.
  • To identify characteristics of taste-motivated soy consumers.
  • To explore strategies for promoting food adoption.

Main Methods:

  • Qualitative and quantitative procedures for profiling taste-motivated segments.
  • Survey of 606 North American consumers of soy.
  • Comparative analysis of taste-motivated versus health-motivated soy consumers.

Related Experiment Videos

Main Results:

  • Taste-motivated soy consumers are more likely to be opinion leaders.
  • They associate with skilled cooks and enjoy dining out and wine.
  • Health-motivated consumers differ in these characteristics.

Conclusions:

  • Promoting foods like soy based on taste is more effective than solely health reasons.
  • This profiling method can promote fruits, vegetables, and genetically enhanced foods.
  • Targeting predisposed taste-motivated segments enhances food adoption strategies.