Segmentation approaches that differentiate consumption frequency from sensory preference

Brian Wansink, Steven T. Sonka, Se Bum Park

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)327-340
Number of pages14
JournalJournal of Sensory Studies
Volume19
Issue number4
DOIs
Publication statusPublished - 2004 Oct

All Science Journal Classification (ASJC) codes

  • Food Science
  • Sensory Systems

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