Dataset Information

Perceived Situational Appropriateness as a Predictor of Consumers' Food and Beverage Choices.

ABSTRACT: This research investigated whether perceived situational appropriateness (defined as the degree of fit between product and intended usage situations) is predictive of consumer choices for foods and beverages, on the theoretical premise that intended usage situation acts as a frame of reference in orienting choices. Extant research on the topic, though suggestive of a link, is very limited in scope and almost completely lacking with regards to choice behavior (as opposed to other aspects, such as food acceptability or intake). To address the hypotheses, data collected in a series of 15 experiments (N = 2,813 consumers in total)-covering a wide range of product categories and usage situations-are presented. In all studies, participants evaluated a set of stimuli varying with respect to perceived appropriateness (low to high), and evaluated each stimulus either monadically using a choice likelihood scale or by performing a discrete choice task. Regression analyses from all studies consistently indicated that perceived appropriateness significantly predicted choice response. The results were robust with respect to variation in product category and experimental protocol and, overall, strongly support the notion that appropriateness can provide a simple yet powerful (in some case accounting for over 50% of variance) predictor of consumer choice. Effect sizes varied substantially: perceived appropriateness explained from a minimum of 3% to over 65% of variance in consumer choice, and this variation was linearly related to the degree of product heterogeneity in the product sets. This research also investigated possible moderators of the link between appropriateness and choice, by relating the results to consumers' product familiarity and involvement. While both traits significantly (and positively) affected choice, they did not interact with appropriateness. Possible explanations for these results, as well as other possible candidate moderators to explore in future research, are highlighted.

SUBMITTER: Giacalone D

PROVIDER: S-EPMC6685410 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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Perceived Situational Appropriateness as a Predictor of Consumers' Food and Beverage Choices.

Giacalone Davide D Jaeger Sara R SR

Frontiers in psychology 20190731

This research investigated whether perceived situational appropriateness (defined as the degree of fit between product and intended usage situations) is predictive of consumer choices for foods and beverages, on the theoretical premise that intended usage situation acts as a frame of reference in orienting choices. Extant research on the topic, though suggestive of a link, is very limited in scope and almost completely lacking with regards to choice behavior (as opposed to other aspects, such as ...[more]

PMID: 31417466

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Project description:ImportanceData are needed to evaluate community interventions to reduce consumption of sugary drinks. Supermarket sales data can be used for this purpose.ObjectiveTo compare beverage sales in Howard County, Maryland (HC), with sales in comparison stores in a contiguous state before and during a 3-year campaign to reduce consumption of sugary beverages.Design, setting, and partipicantsThis observational experiment with a control group included 15 HC supermarkets and 17 comparison supermarkets. Weekly beverage sales data at baseline (January 1 to December 31, 2012) and from campaign years 1 to 3 (January 1, 2013, through December 31, 2015) were analyzed. A difference-in-differences (DID) regression compared the volume sales per product per week in the HC and comparison stores, controlling for mean product price, competitor's product price, product size, weekly local temperature, and manufacturer.ExposuresThe campaign message was to reduce consumption of all sugary drinks. Television advertising, digital marketing, direct mail, outdoor advertising, social media, and earned media during the 3-year period created 17 million impressions. Community partners successfully advocated for public policies to encourage healthy beverage consumption in schools, child care, health care, and government settings.Main outcomes and measuresSales were tracked of sugary drinks highlighted in the campaign, including regular soda, sports drinks, and fruit drinks. Sales of diet soda and 100% juice were also tracked. Sales data are expressed as mean fluid ounces sold per product, per store, per week.ResultsRegular soda sales in the 15 HC supermarkets decreased (-19.7%) from 2012 through 2015, whereas sales remained stable (0.8%) in the 17 comparison supermarkets (DID adjusted mean, -369 fl oz; 95% CI, -469 to -269 fl oz; P < .01). Fruit drink sales decreased (-15.3%) in HC stores and remained stable (-0.6%) in comparison stores (DID adjusted mean, -342 fl oz; 95% CI, -466 to -220 fl oz; P < .001). Sales of 100% juice decreased more in HC (-15.0%) than comparison (-2.1%) stores (DID mean, -576 fl oz; 95% CI, -776 to -375 fl oz; P < .001). Sales of sports drinks (-86.3 fl oz; 95% CI, -343.6 to 170.9 fl oz) and diet soda (-17.8 in HC stores vs -11.3 in comparison stores; DID adjusted mean, -78.9 fl oz; 95% CI, -182.1 to 24.4 fl oz) decreased in both communities, but the decreases were not significantly different between groups.Conclusions and relevanceA locally designed, multicomponent campaign to reduce consumption of sugary drinks was associated with an accelerated decrease in sales of regular soda, fruit drinks, and 100% juice. This policy-focused campaign provides a road map for other communities to reduce consumption of sugary drinks.

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Dataset Information

Perceived Situational Appropriateness as a Predictor of Consumers' Food and Beverage Choices.

Publications

Perceived Situational Appropriateness as a Predictor of Consumers' Food and Beverage Choices.

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