1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
When the buyer and the consumer of a food product are not identical, the risk of discrepancies between food quality expectations and experiences is even higher. We introduce the concept of dyadic quality assessment and apply it to an exploration of parents' willingness to pay for new and healthier in-between meals for their children. Results show poor congruence between parent and child quality assessment due to the two parties emphasising quite different quality aspects. Improved parental knowledge of their children's quality experience however has a significant effect on parents' willingness to pay. Accordingly, both parents and children should be involved when developing and testing healthy in-between meals.
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4th International European Forum on System Dynamics and Innovation in Food Networks, 2010