ISSN:
1745-459X
Source:
Blackwell Publishing Journal Backfiles 1879-2005
Topics:
Chemistry and Pharmacology
,
Process Engineering, Biotechnology, Nutrition Technology
Notes:
This paper deals with responses to concept elements for grapefruit juice using hybrid conjoint analysis. Sensory-based concept elements perform as well (and as poorly) as do nonsensory-based concept elements. Concept-response segmentation analysis revealed three distinct groups, oriented to sweet taste, nonsweet taste, and color/appearance, respectively. Response patterns of segments are not polarized. What one segment likes most the other segment may simply accept to a moderate degree. This pattern differs from what typically happens with actual products. The segments differ in the way that they process the information in a concept, based upon response time as a separate dependent measure. Sensory-based concept elements may act as gatekeepers to assure respondents that the product is acceptable, and thus may shorten the search for additional information. In contrast, for products and sensory-preference segmentation, sensory attributes typically act as Drivers of LikingTM, rather than as gatekeepers.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1111/j.1745-459X.2003.tb00380.x
