在额外处女橄油价值估计中利用感觉和视觉数据
Seidi Suurmets1, Jesper Clement1, Simone Piras2
1Department of Marketing, Copenhagen Business School, 2000 Frederiksberg, Denmark.
Foods (Basel, Switzerland)
|September 28, 2024
概括
消费者愿意为橄油付费的意愿随着产品信息的增加以及包装设计的显著增加. 视觉元素显著影响食品营销和定价策略.
科学领域:
- 消费者行为研究研究
- 食品营销策略 食品营销策略
- 感官评估 感官评估
背景情况:
- 对消费者如何在食品评估中整合感官,信息和视觉线索的理解有限.
- 声明性反应研究的流行,忽视潜意识的影响.
- 需要研究影响消费者食物选择的因素等级.
研究的目的:
- 调查风味,产品信息和包装设计对橄油视觉注意力和支付意愿 (WTP) 的影响.
- 检查认知信息,视觉刺激和消费者估值之间的相互作用.
- 通过激励拍卖来减少WTP测量的假设偏差.
主要方法:
- 这项研究在摩洛哥和突尼斯对400多名参与者进行.
- 使用激励拍卖机制来确定支付意愿.
- 评估品味,认知信息和包装设计对消费者WTP的影响.
主要成果:
- 认知信息增加了消费者的支付意愿,而不是仅仅是品尝.
- 对包装设计的接触导致WTP显著增加,超过了属性效应.
- 视觉感知处理,可能是由于图像优越性效应,发挥了主导作用.
结论:
- 包装设计是食品营销的关键因素,显著影响消费者估值.
- 图像优越性效应强调了视觉元素在消费者决策中的力量.
- 调查结果为食品营销,产品开发和定价策略提供了宝贵的见解.
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