TY - JOUR
T1 - Segmentation approaches that differentiate consumption frequency from sensory preference
AU - Wansink, Brian
AU - Sonka, Steven T.
AU - Park, Se Bum
PY - 2004/10
Y1 - 2004/10
N2 - People can eat a food without having a strong preference for it, and people can prefer a food without eating it. Given this seeming disconnect between attitude and behavior, which type of measure or segment can best be used to profile or identify loyal consumer segments of a food, such as soy? This research compares a usage-based method (heavy-light-nonusers) with a new attitude-based method (seeker-neutral-avoider), and finds that the attitude-based method differentiates purchase-related intentions better than the usage-based method. Implications for profiling consumer taste patterns and consumer segments are provided.
AB - People can eat a food without having a strong preference for it, and people can prefer a food without eating it. Given this seeming disconnect between attitude and behavior, which type of measure or segment can best be used to profile or identify loyal consumer segments of a food, such as soy? This research compares a usage-based method (heavy-light-nonusers) with a new attitude-based method (seeker-neutral-avoider), and finds that the attitude-based method differentiates purchase-related intentions better than the usage-based method. Implications for profiling consumer taste patterns and consumer segments are provided.
UR - http://www.scopus.com/inward/record.url?scp=9144240482&partnerID=8YFLogxK
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U2 - 10.1111/j.1745-459X.2004.tb00151.x
DO - 10.1111/j.1745-459X.2004.tb00151.x
M3 - Article
AN - SCOPUS:9144240482
SN - 0887-8250
VL - 19
SP - 327
EP - 340
JO - Journal of Sensory Studies
JF - Journal of Sensory Studies
IS - 4
ER -