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Abstraction and product categories as explanatory variables for food consumption

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This study sets out to explore variation in the consumer choice structure in relation to three types of products with different levels of search, experience and credence attributes. The decision structures of rice, wine and functional food (experience, search and credence products) consumers were explored by means of laddering. The results suggest the presence of an emotional component in foods that increases in complexity (becomes more abstract) with the number of credence attributes. The findings recommend adjusting the complexity of advertising campaigns and product positioning to the type of product being promoted.
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Keywords: M31; M37; Q13; abstraction level; consumer behaviour; economic information theory; laddering interview; means-end chain

Document Type: Research Article

Affiliations: Departamento Gestión de Empresas,Universidad Pública de Navarra, Campus de Arrosadia s/n, Pamplona, 31006, Spain

Publication date: 2012-10-01

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