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Consumers' experience of spelt porridge and sea buckthorn juice: The roles of product claims and need for cognition

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Purpose ‐ This paper aims to investigate how differences in message content and in need for cognition influence consumers' sensory evaluation, product attitudes and purchase intentions in terms of spelt porridge and sea buckthorn juice. Design/methodology/approach ‐ Quantitative research methods were used. Four taste experiments were carried out among Finnish female consumers (n=129). Findings ‐ Health-related product information had a positive impact on attitude towards and intention to purchase spelt porridge, and safety-related product information had a positive impact on sensory experience of sea buckthorn juice. In addition, in the examination of the need for cognition effects revealed a tendency indicating that spelt porridge and sea buckthorn juice were experienced more positively among individuals high in need for cognition than among individuals low in need for cognition. Research limitations/implications ‐ The instrument of need for cognition is also applicable to investigating actual behavioural elements such as sensory evaluation. Practical implications ‐ This paper has implications for novel food marketing. Originality/value ‐ The findings advance understanding of the roles of subtle message differences and need for cognition in consumers' food product experiences.
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Keywords: Attitudes; Cognition; Need for cognition; Product information; Sea buckthorn juice; Sensory evaluation; Spelt porridge

Document Type: Research Article

Publication date: 2011-07-05

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