Front Cover
Methods in Consumer Research, Volume 1
Related Titles
Methods in Consumer Research, Volume 1: New Approaches to Classic Methods
Copyright
Contents
List of Contributors
Preface
I - Introduction
1 - Recent Advances in Consumer Science
1. CONSUMER SCIENCE: A HISTORICAL PERSPECTIVE
1.1 Understanding Perception
1.2 Shift in Focus to Consumer Science
2. KEY ADVANCEMENTS IN SENSORY AND CONSUMER SCIENCE
2.1 The Transition to Consumer-Based Sensory Description: Challenging the Central Dogma
2.2 Going Beyond Hedonics
2.2.1 Emotional Research in Consumer Science
2.2.2 Extended Eating Experience
2.2.3 Perception of Well-Being
2.3 Methodological Advancements
2.3.1 Qualitative Research
2.3.2 Advanced Quantitative Consumer Methods
2.3.3 Contextual Research
2.3.4 Heuristics in Food Choice
2.3.5 Application of Methodologies Derived From Psychology
2.4 Consumer Research With Special Populations
2.4.1 Age-Appropriate Research Methods
2.4.2 Low-Income Populations
3. THE FUTURE: REMAINING CHALLENGES
4. THE BOOK
ACKNOWLEDGMENTS
REFERENCES
FURTHER READING
2 - Complexity of Consumer Perception: Thoughts on Pre–Product Launch Research
1. HISTORICAL PERSPECTIVE
2. FALLACIES OF CONSUMER RESEARCH
3. NOVEL ELEMENTS IN CURRENT RESEARCH
4. A SITUATIONAL APPROACH
5. INTEGRATION OF DIFFERENT FACTORS IN DIFFERENT SITUATIONS
6. EXAMPLES OF SITUATIONAL ANALYSIS
Application 6.1: Evoked Situation Triggered by Means of Pictures
Application 6.2: Evoked Situation Using Story Telling
Application 6.3: Sketchy Descriptions of Eating Situations
Application 6.4: The Effects of Repeated Exposure
Application 6.5: The Relative Remembrance of the Product’s Pleasantness Over Time
Application 6.6: Sequential Preferences
Application 6.7: How to Develop a Criterion for Success: The Walnut Case
7. CURRENT PRACTICE: COLLATIVE PROPERTIES
8. SUGGESTED PROTOCOL FOR THE MARKET LAUNCH TESTING OF INTENDED LONG-LIFE PRODUCTS
8.1 Proposed Approach
8.2 Central Location Tests and Home Use Test
9. DATA ANALYSIS AND INTERPRETATION
9.1 Classification of Subjects
9.2 Frequency of Use
9.3 Relative Memory
9.4 Emotional Influence
9.5 Choice of the Most Promising Variant
9.6 Segmentation of Population Based on Use Frequency and Product Appropriateness
9.7 Practical Considerations
9.8 Concluding Remarks
10. GENERAL CONCLUSION
REFERENCES
FURTHER READING
II - Qualitative Techniques
3 - New Approaches to Focus Groups
1. ORIGIN, HISTORY, AND DEFINITION
2. MAKING A FOCUS GROUP: GENERAL RECOMMENDATIONS
2.1 Problem Definition
2.2 Identification of Sampling Frame
2.2.1 Selection of Participants
2.2.2 Size and Number of Groups
2.2.3 Length of the Sessions
2.3 Identification of the Moderator
2.4 Generation and Pretesting of Interview Schedule
2.5 Recruiting the Sample
2.5.1 Selecting the Location of the Meeting
2.6 Conducting the Focus Group
2.7 Analysis and Data Interpretation
2.8 Writing the Report
3. USES OF FOCUS GROUPS
4. NEW APPROACHES TO FOCUS GROUPS
4.1 Analysis of Focus Group Results
4.2 Use and Application of Information and Communication Technologies in the Implementation of Focus Groups
4.3 Combination Within Focus Groups of Different Techniques
5. CONCLUSION AND FINAL REMARKS
REFERENCES
4 - Projective Techniques
1. INTRODUCTION
2. HISTORIC EVOLUTION
3. CLASSIFICATION OF PROJECTIVE TECHNIQUES
4. ASSOCIATION TECHNIQUES
4.1 Word Association
4.2 Brand Personification
4.3 Photo Sort
4.4 Brand Mapping
5. CONSTRUCTION TECHNIQUES
5.1 Photograph Response Test
5.2 Collage Construction
5.3 Bubble Drawing or Cartoon Test
5.4 Storytelling
6. COMPLETION TECHNIQUES
6.1 Sentence Completion
6.2 Story Completion
6.3 Haire’s Shopping List
7. EXPRESSIVE TECHNIQUES
7.1 Role Playing
7.2 Third Person Technique
8. DATA ANALYSIS
9. FUTURE TRENDS AND CONCLUSION
REFERENCES
5 - Using Ethnography in Consumer Research
1. INTRODUCTION
2. HOW TO DO ETHNOGRAPHY?
2.1 Data Collection
2.2 Data Analysis
3. ETHNOGRAPHY IN INDUSTRIES
4. CASE STUDY: UNDERSTANDING FOOD AND BEVERAGE HABITS IN PERU
4.1 Material and Methods
4.1.1 Field Selection
4.1.2 Becoming an Observer
4.1.3 The Fieldwork Process
4.1.4 Data Analysis
4.2 Results
4.2.1 Ingredients and Local Preparations
4.2.2 The Emotional Food and Sensory Pleasure
4.2.3 The Relevance of the Presentation
4.2.4 Breakfast, Lunch, and Dinner
4.2.5 Food and Beverage Pairing
4.2.6 Building an Identity
4.3 Conclusion
5. NEW TRENDS
5.1 Sensory Ethnographies
5.2 Mobile Ethnography
5.3 Netnography/Virtual Ethnography
6. STRENGTHS AND WEAKNESSES
ACKNOWLEDGMENTS
REFERENCES
6 - Application of Social Media for Consumer Research
1. INTRODUCTION
1.1 What Is Social Media?
2. APPROACHES TO SOCIAL MEDIA RESEARCH
2.1 Blog and Buzz Mining
2.2 Netnography
2.3 Online Communities
2.4 Crowdsourcing
3. CONDUCTING SOCIAL MEDIA RESEARCH
3.1 Finding and Storing Relevant Information
3.2 Data Analysis
3.2.1 Content Analysis
3.2.2 Automated Text Analysis
3.2.2.1 Example: Retrieving and Cleaning Twitter Data in R
3.2.2.2 Word Count and Word Clouds
3.2.2.3 Automated Text Classification
3.2.3 Sentiment Analysis and Opinion Mining
3.2.4 Social Network Analysis
4. PRACTICAL APPLICATIONS OF SOCIAL MEDIA RESEARCH
5. LEGAL AND ETHICAL CONSIDERATIONS
6. STRENGTHS AND LIMITATIONS
7. CONCLUSION
REFERENCES
III - Liking and Beyond
7 - Product Performance Optimization
1. INTRODUCTION
2. OPTIMIZATION BASED ON SENSORY ATTRIBUTES AND LIKING
2.1 Preference Mapping Approaches
2.2 Consumer-Based Approaches (JAR, Ideal Profile, and CATA)
3. PRODUCT OPTIMIZATION “BEYOND LIKING”
3.1 What Should We Optimize Toward in the Product Development Process?
3.2 Integration of Extrinsic and Intrinsic Product Aspects
3.3 Emotional Responses to Food Products
3.4 Health and Well-Being
3.5 Fit With Intended Usage Context
4. CONCLUSION
REFERENCES
8 - Consumer-Based Methodologies for Sensory Characterization
1. INTRODUCTION
2. METHODOLOGIES FOR CONSUMER-BASED SENSORY CHARACTERIZATION
2.1 Methodologies Based on the Evaluation of Specific Attributes
2.1.1 Flash Profile
2.1.2 Check-All-That-Apply Questions
2.2 Holistic Methodologies
2.2.1 Sorting
2.2.2 Projective Mapping
2.3 Methodologies Based on Comparison With References
2.3.1 Polarized Sensory Positioning
2.3.2 Polarized Sensory Positioning Based on Degree of Difference Scales
2.3.3 Triadic Polarized Sensory Positioning
3. RECOMMENDATIONS FOR THE USE OF CONSUMER PANELS FOR SENSORY CHARACTERIZATION AND REMAINING CHALLENGES
3.1 Selecting a Consumer-Based Methodology
3.2 Flexibility and Opportunities of Alternative Methods of Product Characterization and Applications of Industrial Interest
3.2.1 Preference Mapping and Product Optimization Based on Consumer Profiling
3.2.2 Market and Category Exploration
3.2.3 Product Development Support
3.2.4 The Flexibility of Holistic, Projective Techniques
4. CONCLUSION
ACKNOWLEDGMENTS
REFERENCES
9 - Dynamics of Consumer Perception
1. MEASURING THE DYNAMICS OF CONSUMER PERCEPTION
2. CHARACTERIZATION OF PRODUCTS ACCORDING TO SENSORY ATTRIBUTES
3. CHARACTERIZATION OF PRODUCTS ACCORDING TO EMOTIONAL RESPONSE
4. CHARACTERIZATION OF PRODUCTS ACCORDING TO HEDONIC RESPONSE
5. OPPORTUNITIES FOR LINKING DYNAMIC DATA TO OTHER DATA
6. DATA ANALYSIS
7. CONCLUSION
REFERENCES
FURTHER READING
10 - Affect-Based Discrimination Methods
1. INTRODUCTION
2. THE REJECTION THRESHOLD
2.1 The Rejection Threshold and Product Defects
2.2 The Rejection Threshold and Product Development
2.3 The Rejection Threshold and Food Safety
2.4 The Rejection Threshold and Individual Differences
3. THE AUTHENTICITY TEST
3.1 Affect and Decision-Making
3.2 Essential Features of the Authenticity Test
4. CONCLUSIONS
REFERENCES
11 - Emotional Responses to Products
1. INTRODUCTION: WHY MEASURE EMOTIONAL RESPONSES TO PRODUCTS
2. WHAT EMOTIONS ARE WE MEASURING?
3. MEASURING EMOTIONAL RESPONSES TO PRODUCTS
4. METHODOLOGICAL ISSUES IN MEASURING EMOTIONAL RESPONSES TO PRODUCTS USING QUESTIONNAIRES
4.1 Questionnaire Format and Emotion Selection
4.1.1 Multiproduct Domain Questionnaires
4.1.2 Product-Specific Questionnaires
4.2 Scaling Methods and Other Methodological Issues
4.3 Cross-Cultural Differences and Multicountry Emotion Studies
5. CASE STUDY: NEW PRODUCT DEVELOPMENT IN DELICATE LAUNDRY DETERGENTS. THE IMPORTANCE OF MEASURING EXPECTATIONS
6. FUTURE TRENDS
7. SOURCES OF FURTHER INFORMATION AND ADVICE
REFERENCES
12 - Recent Developments in Conceptual Profiling
1. THE ETIOLOGY OF NEW PRODUCT FAILURE
2. THE FUNDAMENTAL NATURE OF CONCEPTUAL ASSOCIATIONS IN RELATION TO EMOTION
3. CONCEPTUAL PROFILING METHODOLOGY
3.1 Concept Description
3.1.1 Use of Words and the Issue of Counterintuitiveness
3.1.2 Concept Description: Developing a Conceptual Lexicon
3.2 Quantification of Degree of Conceptual Association
3.2.1 Best–Worst Scaling
3.2.2 Bull’s-eye Method
4. CONCEPTUAL PROFILING: EXAMPLES AND CASE STUDIES
4.1 Conceptual Profiling of Color
4.1.1 Impact of Color on Feelings and Behavior
4.1.2 Experimental Procedures in Brief
4.1.3 Yellow Versus Purple
4.1.4 Further Comment on the Use of Words
4.2 Conceptual Profiling of Unbranded Products
4.2.1 Category Effect Versus Sensory-Specific Effect
4.2.2 Minimizing the Dominance of Category Effect
4.2.3 Case Studies: Derived Index of Fit to Brand
5. PREDICTING EMOTIONAL OUTCOMES
5.1 Initial Assumptions
5.2 A Process for Linking Conceptual Associations to Emotional Outcomes
5.3 Predicting Emotional Outcomes: A Practical Example Using Single Malt Scotch Whisky
6. OVERVIEW
ACKNOWLEDGMENTS
REFERENCES
13 - Methodological Challenges of Research in Nudging
1. INTRODUCTION
2. DEFINING NUDGING RESEARCH
2.1 Dependent Variables
2.2 Changes to the Choice Architecture as Independent Variables
2.3 Mediators to Explain How a Nudge Works
2.4 Moderators to Understand for Which Individuals the Nudge Works
3. METHODOLOGICAL CONSIDERATIONS AND DIRECTIONS FOR FUTURE RESEARCH
REFERENCES
IV - Consumer Segmentation
14 - Statistical Approaches to Consumer Segmentation
1. INTRODUCTION
2. CLUSTERING STRATEGIES
3. WHAT IS SIMILARITY?
3.1 Data and Notation
3.2 Mathematical Distance Measures
3.3 Standardization and Weighting of Variables
3.4 Various Data Types
4. HIERARCHICAL CLUSTERING
4.1 Dissimilarity and Similarity Matrices
4.2 Agglomerative Nesting of Clusters
4.3 Linkage: How Clusters Are Connected
5. CRITERION-BASED METHODS/PARTITION-BASED METHODS
5.1 K Means
5.2 Fuzzy Clustering
5.3 Other Approaches
6. INTERPRETATION-BASED SEGMENTATION
7. SEMISUPERVISED CLUSTERING
8. COMPARISON OF CLUSTERING STRATEGIES
9. CLUSTER VALIDATION
9.1 External, Internal, and Relative Validation
9.2 What Is a Good Partition: Validation Indices
9.3 The Number of Clusters
9.4 Illustrative Example
9.5 Results With Hierarchical Clustering
9.6 Results With K Means
10. THREE-WAY CLUSTERING
11. STEPS IN CLUSTER ANALYSIS AND RECOMMENDATIONS
12. FUTURE DEVELOPMENTS IN CONSUMER SEGMENTATION: BIG DATA
REFERENCES
15 - Including Context in Consumer Segmentation: A Literature Overview Shows the What, Why, and How
1. INTRODUCTION
1.1 What Is Consumer Segmentation?
1.2 Context
2. WHY? THE RELEVANCE OF INCLUDING CONTEXT IN CONSUMER SEGMENTATION
3. PRACTICAL ASPECTS
3.1 Companies
3.2 Policy Makers
4. OVERVIEW OF CURRENT KNOWLEDGE: SELECTION OF VARIABLES TO INCLUDE CONTEXT
4.1 General Level
4.1.1 Person: Demographics and Psychographics
4.1.2 Situation: Geographic Location
4.2 Domain-Specific Level
4.2.1 Person: Context-Specific Psychographics
4.2.2 Situation
4.3 Brand/Product-Specific Level
4.3.1 Person: Psychographics
4.3.2 Situation
5. OVERVIEW OF CURRENT KNOWLEDGE: WHAT HAS ALREADY BEEN DONE?
5.1 Singular Approach: Situational Segmentation
5.2 Combined Approach: Person-by-Situation Segmentation
6. HOW TO INCLUDE CONTEXT IN CONSUMER SEGMENTATION
6.1 Phase 1: Identify the Research Question
6.2 Phase 2: Identify Research Method
6.3 Phase 3: Data Collection and Analyses
6.4 Phase 4: Data Interpretation and Implementation
7. CASE STUDY
7.1 Phase 1: Identify the Research Question
7.2 Phase 2: Identify Research Method
7.3 Phase 3: Data Collection and Analysis
7.4 Phase 4: Data Interpretation and Implementation
8. CONCLUSION
REFERENCES
16 - Oral Processing: Implications for Consumer Choice and Preferences
1. INTRODUCTION
2. MASTICATION
2.1 Oral Function
2.2 Tongue
2.3 Oral Cavity/Bite Size
2.4 Food Characteristics
3. SALIVA
3.1 Volume of Saliva
3.2 Composition of Saliva
3.2.1 α-Amylase
3.2.2 Lingual Lipase
4. RECEPTORS AND PERCEPTION
4.1 Texture
4.2 Eating Styles
5. SWALLOWING
6. CONCLUSION
REFERENCES
17 - Consumer Segmentation Based on Genetic Variation in Taste and Smell
1. INTRODUCTION TO GENETIC DIFFERENCES IN TASTE AND SMELL
2. HUMAN CHEMOSENSORY RECEPTORS
2.1 Taste Receptors
2.1.1 Bitter Taste Receptors: TAS2R
2.1.2 Sweet and Umami Receptors: TAS1R
2.1.3 Receptor Cells for Sourness and Saltiness
2.2 Odorant Receptors
3. METHODOLOGY IN GENOTYPING
3.1 DNA Collection and Extraction
3.2 Analyses With SNPs or GWASs
4. GENETIC VARIATION IN THE FOOD PERCEPTION CONTEXT
4.1 Example Cases
5. SUMMARY AND CONCLUSION
REFERENCES
V - Influence of Extrinsic Product Characteristics
18 - Expectations: Blind/Informed Testing
1. INTRODUCTION
2. THE THEORY BEHIND EXPECTATIONS
3. CONSIDERATIONS ON HOW TO PLAN STUDIES TO INVESTIGATE THE DISCONFIRMATION OF EXPECTATIONS THAT COMPRISE EXPECTED, BLIND, AND A...
4. IMPLEMENTING A STUDY FOCUSING ON EXPECTED/BLIND/INFORMED MEASUREMENTS
4.1 Recruitment of Participants
4.2 Data Collection, Stimulus Preparation, and Statistical Analyses
4.3 A Study Comprising Blind/Expected/Informed Ratings: an Example Using Instant Coffee
5. PRACTICAL APPLICATIONS OF EXPECTED, BLIND, AND ACTUAL (INFORMED) MEASUREMENTS
REFERENCES
FURTHER READING
19 - Conjoint Analysis in Sensory and Consumer Science: Principles, Applications, and Future Perspectives
1. INTRODUCTION
2. HISTORICAL AND CONCEPTUAL BACKGROUND
3. CONJOINT ANALYSIS METHODOLOGY: BASIC PRINCIPLES AND ADVANCES
3.1 Self-Explicated, Holistic, Hybrid, and Adaptive Approaches
3.1.1 Self-Explicated Approaches
3.1.2 Holistic Approaches
3.1.3 Hybrid Approaches
3.1.4 Adaptive Approaches
3.2 Elicitation Tasks: Choice, Ranking, Rating, and Best–Worst Scaling
3.3 Profile Presentation and Consumer Responses
3.4 Intrinsic and Extrinsic Attributes
3.5 An Important Distinction From Preference Mapping
4. CONJOINT ANALYSIS METHODOLOGY IN PRACTICE
4.1 Workflow in a Conjoint Analysis Study
4.2 Objectives and Consumer Response
4.3 Attributes and Levels Selection
4.4 Product Profile Generation: Experimental Design
4.4.1 Classical Designs: Factorial Designs
4.4.2 Alternative Designs
4.4.3 Choice Designs
4.5 Pretesting, Pilot Testing, and Data Collection
4.6 Statistical Analysis
4.7 Beyond Mean Preferences: Preference Heterogeneity and Segmentation Approaches
5. CASE STUDY: IDENTIFYING THE DRIVERS OF CONSUMERS’ PURCHASE INTENT FOR ICED COFFEE
5.1 Objectives, Responses, and Attributes
5.1.1 Objectives
5.1.2 Consumer Responses
5.1.3 Product Attributes and Levels
5.2 Experimental Designs and Modeling Approaches
5.2.1 Rating Task Design and Mixed-Model ANOVA
5.2.2 Ranking Task Design and Mixed Logit Model
5.2.3 Self-Explicated Measures
5.3 Results
5.3.1 Self-Explicated Importance of Attributes
5.3.2 Rating Task Results
5.3.3 Choice Task Results
5.4 Discussion
6. LIMITATIONS, FALLACIES, AND RECOMMENDATIONS
6.1 Highlight on a Few Study Design Issues
6.2 Highlight on a Few Modeling Issues
7. CURRENT TRENDS IN THE LITERATURE
7.1 Intrinsic and Extrinsic Attributes
7.2 Incentive-Compatible Procedures
7.3 Individuality
7.4 Evoked Context
7.5 Research on Children
8. PERSPECTIVES IN SENSORY AND CONSUMER SCIENCE
8.1 Designs, Attributes, and Elicitation Tasks
8.2 Cognitive Aspects
8.3 Children and Conjoint Analysis
8.4 Where Will New Technologies Bring Conjoint Analysis?
9. CONCLUSION
ACKNOWLEDGMENTS
REFERENCES
20 - Credence
1. INTRODUCTION
2. THE CONCEPT OF QUALITY
3. CREDENCE AND ITS ROLE IN CONSUMER CHOICE AND LIKING OF FOOD
4. CREDENCE CATEGORIES
5. CONSUMERS’ EXPERIENCED QUALITY
6. CONSUMER CHOICE
7. WHY STUDY THE EFFECT OF CREDENCE ON CONSUMER LIKING?
7.1 Marketing Failure: the “Schlitz” Case
7.2 Marketing Failure: the “Mjuice” Case
8. THE ROLE OF VALUES, BELIEFS, AND ATTITUDES IN CONSUMERS’ CHOICE AND EXPERIENCES
8.1 Attitudes and Behavior
8.2 Values
9. ASSESSING THE EFFECTS OF CREDENCE ON CONSUMER BEHAVIOR
9.1 Moderating Variables
9.2 What Approach to Use?
9.3 The Sample
9.4 Delimitations
10. METHODS
10.1 Conjoint Methodology
10.2 Consumer Liking and Willingness to Pay
10.3 Alternative Descriptive Approaches
10.4 Eye Tracking
10.4.1 Neuroimaging, fMRI
11. EXAMPLE: CREDENCE AND LIKING OF TOMATOES
11.1 Background
11.2 Materials and Methods
11.3 Results
11.4 Discussion and Conclusions From the Study
12. CONCLUSION
REFERENCES
21 - Information Display Matrix
1. INTRODUCTION
2. DESIGN OF THE INFORMATION DISPLAY MATRIX
3. THEORETICAL ASPECTS OF DECISION-MAKING
4. HISTORICAL DEVELOPMENT AND POSSIBLE APPLICATIONS
5. ANALYSIS OF CONSUMER PREFERENCES
6. ANALYSIS OF INFORMATION SEARCH BEHAVIOR
7. COMPARISON WITH OTHER METHODS
8. STRENGTHS AND WEAKNESSES
9. CASE STUDY: FOOD, MORE THAN ORGANIC?
9.1 Methodological Approach
9.2 Results
9.3 Conclusions From the Case Study
10. CONCLUSIONS
REFERENCES
22 - Experimental Economics to Evaluate Consumer Preferences
1. INTRODUCTION
2. EXPERIMENTAL ECONOMICS METHODS TO ANALYZE CONSUMER PREFERENCES FOR FOOD PRODUCTS
3. THE RATIONALE FOR USING EXPERIMENTAL ECONOMICS TO ANALYZE CONSUMER PREFERENCES
3.1 Nonhypothetical (Real)
3.2 Incentive-Compatible (Incentive-Aligned)
4. EXPERIMENTAL AUCTIONS
4.1 Full Bidding or Endow and Upgrade
4.2 Laboratory or Field Experiment
4.3 Sealed-Bid Vickrey-Type Auction
4.4 BDM Mechanism
5. MULTIPLE PRICE LIST FORMAT
6. DIFFERENCES BETWEEN AUCTIONS AND HEDONIC MEASUREMENTS
7. DATA ANALYSIS
8. NEW DEVELOPMENTS AND FUTURE RESEARCH AVENUES
REFERENCES
Index
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
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