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

Rami Paasovaara (Department of Marketing, University of Vaasa, Vaasa, Finland)
Harri T. Luomala (University of Vaasa/EPANET, Seinäjoki, Finland)

British Food Journal

ISSN: 0007-070X

Article publication date: 5 July 2011

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Abstract

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.

Keywords

Citation

Paasovaara, R. and Luomala, H.T. (2011), "Consumers' experience of spelt porridge and sea buckthorn juice: The roles of product claims and need for cognition", British Food Journal, Vol. 113 No. 7, pp. 853-870. https://doi.org/10.1108/00070701111148397

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited