Consumer-driven innovation in food and personal care products (2010)......Page 1
Woodhead Publishing Series in Food Science, Technology and Nutrition - Volume 195......Page 4
ISBN: 9781845695675......Page 5
--> Contents......Page 8
Contributor contact details......Page 16
Preface......Page 30
1.1 Introduction......Page 35
1.2 Understanding consumer preferences in food markets......Page 37
1.2.1 Consumer quality perception......Page 38
1.2.2 Quality perception as starting point for consumer-oriented food innovation......Page 41
1.2.3 Contexts and situations......Page 42
1.2.4 Methods for analysing consumer quality perception and preference formation......Page 43
1.3.1 Pros and cons of market orientation......Page 48
1.3.2 Cross-functional cooperation and representation of user knowledge......Page 50
1.4 Final perspective......Page 51
1.5 References......Page 52
2 - Changes in food retailing and their implications for new product development......Page 57
2.1 Fundamental innovations in food retailing......Page 58
2.2.1 The increased scale of firms......Page 60
2.2.3 Increased market concentration......Page 62
2.2.5 Changed relationship with consumer......Page 63
2.3 Food retail growth model......Page 65
2.4 Key areas of innovation for retailers......Page 67
2.4.1 Retail formats, formulae and items......Page 68
2.4.2 Brand innovation......Page 70
2.4.3 Expansion into new markets......Page 73
2.4.4 Exploitation of scale and scope economies......Page 76
2.4.5 Faster operation of processes......Page 78
2.4.6 The interactions in innovation......Page 79
2.5 Conclusion......Page 82
2.7 References......Page 83
3.1 Prologue: corporate structures and the new role of research and development (R & D) as innovators in food and beverages......Page 85
3.2 Where do ideas reside?......Page 87
3.3 Entry points for the big ideas and ideation in general......Page 88
3.4 Discovering opportunities and the use of deep knowledge......Page 89
3.4.2 Case study: new concepts and new platforms for soup......Page 90
3.4.3 Key success factors which fi rst enable and then define platform innovations......Page 93
3.5 The role of research and development (R & D) in food companies......Page 94
3.6 Different world-views: academia versus industry......Page 95
3.7 Concept writing is strategy exploration......Page 96
3.8 Tapping the consumer mind......Page 97
3.9 Ideation tools to pull out good ideas......Page 98
3.11 Concepts born of collaboration and the ‘wisdom of the many’......Page 99
3.12 Concept writing – how to do it and how to do it well......Page 100
3.13 Concept screening......Page 101
3.15 Screening promises and full concepts......Page 102
3.17 Experimental design of concepts......Page 106
3.18 A short introduction to design: concepts about water......Page 107
3.19 Putting it all together: from the concept research to the design and sales messaging......Page 114
3.20 Creating the product and marketing it......Page 115
3.23 References and further reading......Page 116
4.1 Interview with Jo Pye......Page 119
4.3 Short biography for Jo Pye......Page 136
5.1 Interview with Gail Civille......Page 138
5.3 Short biography for Gail Civille......Page 150
6.1 Interview with Howard Schutz......Page 152
6.2 References and further reading......Page 162
6.3 Short biography for Howard Schutz......Page 163
7.1 Introduction......Page 164
7.2.1 Indirect and choice-based scaling......Page 165
7.2.2 Direct scaling methods......Page 169
7.3.1 Introductory example......Page 173
7.3.2 Application of best-worst scaling to hedonics......Page 175
7.4.1 Early research leading to labeled magnitude scales......Page 179
7.4.2 The development of the labeled affective magnitude (LAM) scale......Page 180
7.4.3 Application and testing of the LAM scale......Page 183
7.4.4 Recent developments in labeled magnitude scaling......Page 185
7.4.5 Continuous versus categorical responding......Page 188
7.5.1 Comparison of best-worst scaling to other methods, advantages and disadvantages......Page 189
7.5.2 Comparison of labeled affective magnitude scaling to other methods, advantages and disadvantages......Page 191
7.6 Recommendations and conclusions......Page 194
7.7 References......Page 196
8.1 Introduction......Page 204
8.2.1 Tests under controlled conditions......Page 206
8.2.2 Tests under natural conditions......Page 207
8.3.1 Definition of context......Page 209
8.3.2 Taking into account the role of psychological constructs and attitudes on judgment when eating / theoretical background......Page 210
8.3.3 Differences between hedonic data obtained under standardized or naturalistic tasting conditions......Page 212
8.3.4 Contextual variables that may influence food choices and food liking in hedonic tests......Page 216
8.4 When choosing central location tests (CLT) vs. home use tests (HUT): recommendations to manufacturers......Page 222
8.4.2 Limitations of HUT......Page 223
8.4.4 Implementing CLT or HUT......Page 224
8.5 How to improve food testing to enhance integration of eating/drinking situation variables......Page 227
8.5.1 More pertinent physical conditions for consumption......Page 228
8.5.2 Hedonic response measured in various evoked consumption situations......Page 230
8.5.3 Bringing together fi eld and lab hedonic studies......Page 236
8.6 Future trends......Page 240
8.7 References......Page 241
9.1 Introduction......Page 248
9.2.1 Perception versus conceptualisation......Page 249
9.2.2 Liking versus wanting......Page 255
9.2.3 The 3 × 3 ‘Matrix’......Page 257
9.3.1 Capturing functionality......Page 261
9.3.2 Capturing emotionality......Page 263
9.3.3 Emotion checklists......Page 264
9.3.4 Faces and fi gures......Page 266
9.3.5 Imagery......Page 268
9.3.6 Words and language......Page 272
9.4.1 Case study 1 – emotional profi ling of car marques......Page 275
9.4.2 Case study 2 – conceptual profi ling of dark chocolate (products and brands)......Page 287
9.6 Acknowledgements......Page 301
9.8 References......Page 302
10.1 Introduction......Page 304
10.2.1 Definition......Page 305
10.2.2 The scientific base of functional foods......Page 306
10.2.3 Consumer and functional food: the question of claim understanding......Page 308
10.3.1 Global process of understanding......Page 309
10.3.2 Factors that can impact understanding......Page 311
10.4.1 Focus on the regulatory requirements......Page 315
10.4.2 How can previous science help us to build this dedicated method?......Page 316
10.5 Introduction of a new method: claim understanding test (CUT)......Page 317
10.5.1 The CUT method and its implementation......Page 318
10.6 Future trends......Page 325
10.8 References......Page 327
11.1 Introduction......Page 330
11.1.2 New to the world products......Page 331
11.2.1 Additions to existing product lines......Page 332
11.2.2 Brand extensions......Page 333
11.3 Pricing for new to the world products or features......Page 334
11.4 Hedonic price analysis (HPA)......Page 335
11.4.1 Hedonic prices for wine in Australia: an example......Page 336
11.4.2 Pros and cons of hedonic price analysis......Page 338
11.5.1 What is it, and how does it ‘work’?......Page 340
11.5.2 Example DCE for new to the market attributes......Page 342
11.5.3 The value of DCE in new product development......Page 354
11.6 Summary......Page 355
11.7 Sources of further information and advice......Page 356
11.8 References......Page 357
12.1 Introduction......Page 359
12.2 Experimental auctions in action......Page 361
12.2.1 Description of application......Page 362
12.2.2 Summary statistics and relative importance of product attributes......Page 364
12.2.3 Market share predictions, demand elasticities, and optimal pricing......Page 366
12.2.4 Determinants of willingness-to-pay......Page 370
12.2.5 Characterizing product space......Page 373
12.2.6 Characterizing consumer space......Page 376
12.3.2 Hybrid elicitation methods that combine auction and conjoint......Page 379
12.3.3 Data combination strategies......Page 380
12.3.6 Concluding comments......Page 381
12.4 Sources of further information and advice......Page 382
12.5 References......Page 383
13.1.1 The need for field research......Page 385
13.1.2 Planting, irrigating, and harvesting: a field study overview......Page 386
13.2.1 The realism-control (RC) matrix......Page 388
13.2.3 Observational fields......Page 389
13.2.4 Marketplace fields......Page 390
13.2.5 Hybrid fields......Page 391
13.3.1 Moderation or mediation?......Page 392
13.3.2 One occasion or many?......Page 395
13.3.3 Questionnaire design......Page 396
13.3.4 Field data analysis......Page 400
13.4.2 Place......Page 404
13.4.3 Promotion......Page 405
13.6 Sources of further information and advice......Page 409
13.7 References and further reading......Page 411
14.1 Introduction......Page 413
14.2 Theoretical background of the involvement construct......Page 414
14.2.1 Premise of Consumer Involvement Theory (CIT)......Page 415
14.2.2 Defining the involvement construct......Page 417
14.3.1 Reflective versus formative scale measurement perspective......Page 419
14.3.2 Methodological issues......Page 420
14.4 Consumer involvement scales......Page 424
14.4.1 Low and high involvement products......Page 428
14.4.2 Antecedents of involvement......Page 429
14.5.1 Involvement as a segmenting variable......Page 431
14.5.2 The case of food products......Page 432
14.5.3 The case of non food products......Page 437
14.6 Implications for consumer-driven innovation......Page 440
14.6.1 The challenge of innovative products......Page 441
14.6.2 Proposed strategies to involve consumers in a new product......Page 442
14.7 References......Page 443
15.1.1 Brief description of statistical design of experiments (DOE) and alternative approaches......Page 451
15.2.1 Ease and depth of interpretation......Page 453
15.2.2 Efficiency......Page 454
15.2.3 Sensitivity......Page 455
15.3.1 Structure......Page 456
15.3.3 Main effects and interactions......Page 457
15.3.4 Factorial experiment example......Page 460
15.4.1 Structure......Page 462
15.4.2 Questions they answer......Page 463
15.4.3 Aliasing......Page 464
15.4.4 Screening experiment example......Page 467
15.5.1 Structure......Page 470
15.5.2 Questions they answer......Page 473
15.5.3 Predictive models......Page 474
15.5.4 Optimization experiment example......Page 476
15.6.1 Structure......Page 479
15.6.2 Questions they answer......Page 480
15.6.3 Predictive models......Page 481
15.6.4 Mixture experiment example......Page 482
15.7.1 Keys to a successful DOE......Page 484
15.8.1 Optimal designs: economizing on resources while preserving the advantages of the traditional approaches......Page 485
15.9 Implications of product testing with consumers......Page 487
15.9.1 Incomplete serving designs......Page 488
15.9.3 Incorporating instrumental and sensory information......Page 490
15.10 Further reading......Page 491
15.11 References......Page 492
16.1 Introduction......Page 494
16.1.1 Sense and nonsense in existing practice......Page 496
16.1.3 The general measurement invariance framework......Page 497
16.2.1 Multi-group confirmatory factor analysis......Page 498
16.2.2 Levels of measurement invariance......Page 499
16.2.3 Identification, estimation, and testing......Page 500
16.2.4 Model comparisons......Page 501
16.3 Numerical example of data handling in cross-cultural studies......Page 502
16.4.1 Removing the offending items......Page 504
16.5 Conclusion......Page 505
16.6 References......Page 506
16.7 Appendix......Page 507
16.7.1 Example syntax in LISREL......Page 508
16.7.2 Example syntax in AMOS......Page 509
16.7.3 Example syntax in Mplus......Page 511
17.1 Introduction......Page 512
17.2 Concepts of Bayesian networks......Page 514
17.3.1 Initial probability distribution......Page 517
17.3.2 Reasoning from cause to effect......Page 518
17.3.3 Combined influence of variables......Page 520
17.3.4 Reasoning from effect to cause......Page 521
17.4 Inference in simple models......Page 522
17.4.1 Calculation of joint probabilities......Page 523
17.5 Inference in complex models......Page 524
17.5.1 Example of problem......Page 525
17.5.2 Independence and conditional dependence......Page 526
17.5.3 Dependence and conditional independence......Page 528
17.5.4 Joint probability distribution in Bayesian networks......Page 529
17.6.1 Definition of Bayesian networks......Page 530
17.6.4 Known structure, incomplete data......Page 531
17.7.3 Use of prior knowledge......Page 532
17.7.6 Potential applications of Bayesian networks in the food area......Page 533
17.8 Sources for further information and advice......Page 534
17.9 References......Page 535
17.10 Appendix......Page 537
18 - Corporate social responsibility – does it matter to consumers?......Page 538
18.2.1 Marketing and management perspectives......Page 539
18.2.2 Recent perspectives on a fuzzy concept......Page 541
18.3 Mapping the field of consumers’ response to corporate social responsibility (CSR)......Page 542
18.3.1 CSR in consumer behaviour studies......Page 543
18.4 New product development and corporate social responsibility (CSR)......Page 550
18.5. Future trends......Page 551
18.6 References and further reading......Page 553
19.1 Introduction......Page 560
19.1.1 What is anti-consumption?......Page 561
19.1.2 The reasons behind anti-consumption......Page 562
19.2.1 The case of bottled water......Page 572
19.2.2 The case of genetically modified (GM) food......Page 577
19.4 Future trends......Page 583
19.6 References and further reading......Page 585
20.1 Introduction......Page 591
20.1.1 Brief introduction to human genetics......Page 592
20.2.1 Genetic determinants of bitterness perception......Page 595
20.2.3 Genetic determinants of umami perception......Page 596
20.3 Genetics of odour perception......Page 597
20.3.2 Genetic determinants of odour preception......Page 598
20.3.3 A case study on the genetic basis of cis-3-hexen-1-ol preception......Page 601
20.4 The impact of genetic variation on food preference and consumption......Page 603
20.5.1 Opportunities to harness knowledge of the genetic basis of sensory perception in new product development......Page 605
20.5.2 What is happening and what needs to happen to realise these opportunities?......Page 608
20.5.3 Assumptions, issues and ethics......Page 609
20.6 Summary......Page 611
20.7 Sources of further information and advice......Page 612
20.8 References......Page 613
21.1 Introduction......Page 618
21.2.1 Mageneto- and electroencephalography......Page 620
21.2.2 Positron emission tomography......Page 623
21.2.3 Functional magnetic resonance imaging......Page 625
21.2.6 Summary of neuroimaging techniques......Page 627
21.3.1 Organization of the brain......Page 629
21.3.2 Overview of neural correlates of food and personal care product perception......Page 630
21.3.3 Neural correlates of liking......Page 632
21.3.4 Neural correlates of wanting......Page 633
21.3.5 Incentive value; the amygdala and ventral striatum......Page 634
21.3.6 The amygdala and craving......Page 635
21.3.8 Development of liking......Page 636
21.3.9 Encoding of the pleasantness of personal care products......Page 637
21.4 Product choice and neuroeconomics......Page 638
21.5.1 Required instruments and skills......Page 640
21.5.3 Cognitive infl uences on neural encoding......Page 641
21.5.4 Reverse inference problem......Page 643
21.7 Future trends......Page 644
21.9 Sources of further information and advice......Page 646
21.10 References......Page 647
22.1 Interview with Michael Bom Frøst......Page 655
22.2 Sources of further information and advice......Page 665
22.3 Short biography for Michael Bom Frøst......Page 666
Index......Page 667