Fenger, Morten H. J.5; Aschemann-Witzel, Jessica6; Hansen, Flemming4; Grunert, Klaus G6
1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 Department of Economics and Business Economics, Aarhus BSS, Aarhus University4 Danish Technological Institute5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University6 Department of Management, Aarhus BSS, Aarhus University
Continuous food product improvements require communication that induces consumers to test the new products. The paper presents an experiment that investigated the characteristics of consumers who reacted positively to variations of a new meat product, and explores the effect of short storytelling messages on choice. 1087 Danish consumers were presented with binary choice sets consisting of conventional and new variations of a cubed ham product; half of the respondents in addition saw short storytelling messages. It was found that while some consumers – especially those characterized by values related to stimulation seeking and hedonism and with a tendency towards variety seeking – reacted positively to the new product, others were less interested. The introduction of elements of storytelling, however, had a favorable effect on choice for the segment previously less interested. Thus, the results suggest that consumers who otherwise were not open for the new food product became more positive when storytelling was introduced.
Food Quality and Preference, 2015, Vol 41, p. 237-244
Storytelling; Choice experiment; New product; Communication; Meat