Comparison of explicit vs. implicit measurements in predicting food purchases

Elina Kytö, Harold Bult, Esther Aarts, Joost Wegman, Rianne MAJ Ruijschop, Sari Mustonen

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

Kuvaus

In this study, we aimed to investigate the relation between consumer purchases of three branded blueberry flavored quarks and respective responses of the same consumers to these products using 1) traditional explicit consumer surveys measuring verbalized impressions, 2) novel explicit pictorial emoji scores and 3) implicit behavioral responses produced during an approach-avoidance task (AAT). Explicit measures (n=134) were collected before product tasting (expectation condition) during an online survey, and after product tasting (perception condition) during a Central Location Test (CLT). Implicit measures were collected with a subset of 56 randomly selected subjects during the CLT. These included electroencephalographic (EEG) measures, joystick response speed and pupil size responses. During one month following the CLT, respondents registered their purchases via an online diary. Bivariate correlations indicated that explicit scores correlate better with product purchase amounts in the perception condition than in the expectation condition. Furthermore, verbalized ratings correlated better with product purchase amounts than pictorial emoji scores. Of the implicit responses, EEG responses produced the strongest correlations with purchase behavior, similar to those observed for verbalized explicit ratings in the expectation condition. Multiple linear regression modelling indicated that the best-fitting model consisted of an emoji score, purchase intention score, pleasantness score, brand relationship score, and implicit joystick response speed. Overall, purchase behavior was associated stronger with explicit responses than with implicit responses. Yet, the prominent role of implicit joystick response speed in the multivariate regression model suggests its unique contribution to the understanding of purchase behavior.
Alkuperäiskielienglanti
Artikkeli103733
LehtiFood Quality and Preference
Numero78
ISSN0950-3293
DOI - pysyväislinkit
TilaJulkaistu - 2019
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä, vertaisarvioitu

Tieteenalat

  • 416 Elintarviketieteet

Lainaa tätä

Kytö, Elina ; Bult, Harold ; Aarts, Esther ; Wegman, Joost ; Ruijschop, Rianne MAJ ; Mustonen, Sari. / Comparison of explicit vs. implicit measurements in predicting food purchases. Julkaisussa: Food Quality and Preference. 2019 ; Nro 78.
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title = "Comparison of explicit vs. implicit measurements in predicting food purchases",
abstract = "In this study, we aimed to investigate the relation between consumer purchases of three branded blueberry flavored quarks and respective responses of the same consumers to these products using 1) traditional explicit consumer surveys measuring verbalized impressions, 2) novel explicit pictorial emoji scores and 3) implicit behavioral responses produced during an approach-avoidance task (AAT). Explicit measures (n=134) were collected before product tasting (expectation condition) during an online survey, and after product tasting (perception condition) during a Central Location Test (CLT). Implicit measures were collected with a subset of 56 randomly selected subjects during the CLT. These included electroencephalographic (EEG) measures, joystick response speed and pupil size responses. During one month following the CLT, respondents registered their purchases via an online diary. Bivariate correlations indicated that explicit scores correlate better with product purchase amounts in the perception condition than in the expectation condition. Furthermore, verbalized ratings correlated better with product purchase amounts than pictorial emoji scores. Of the implicit responses, EEG responses produced the strongest correlations with purchase behavior, similar to those observed for verbalized explicit ratings in the expectation condition. Multiple linear regression modelling indicated that the best-fitting model consisted of an emoji score, purchase intention score, pleasantness score, brand relationship score, and implicit joystick response speed. Overall, purchase behavior was associated stronger with explicit responses than with implicit responses. Yet, the prominent role of implicit joystick response speed in the multivariate regression model suggests its unique contribution to the understanding of purchase behavior.",
keywords = "Purchase behavior, Prediction, Consumer, Explicit measurements, Implicit measurements, Dairy, 416 Food Science",
author = "Elina Kyt{\"o} and Harold Bult and Esther Aarts and Joost Wegman and Ruijschop, {Rianne MAJ} and Sari Mustonen",
year = "2019",
doi = "10.1016/j.foodqual.2019.103733",
language = "English",
journal = "Food Quality and Preference",
issn = "0950-3293",
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number = "78",

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Comparison of explicit vs. implicit measurements in predicting food purchases. / Kytö, Elina; Bult, Harold; Aarts, Esther; Wegman, Joost; Ruijschop, Rianne MAJ; Mustonen, Sari.

julkaisussa: Food Quality and Preference, Nro 78, 103733, 2019.

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

TY - JOUR

T1 - Comparison of explicit vs. implicit measurements in predicting food purchases

AU - Kytö, Elina

AU - Bult, Harold

AU - Aarts, Esther

AU - Wegman, Joost

AU - Ruijschop, Rianne MAJ

AU - Mustonen, Sari

PY - 2019

Y1 - 2019

N2 - In this study, we aimed to investigate the relation between consumer purchases of three branded blueberry flavored quarks and respective responses of the same consumers to these products using 1) traditional explicit consumer surveys measuring verbalized impressions, 2) novel explicit pictorial emoji scores and 3) implicit behavioral responses produced during an approach-avoidance task (AAT). Explicit measures (n=134) were collected before product tasting (expectation condition) during an online survey, and after product tasting (perception condition) during a Central Location Test (CLT). Implicit measures were collected with a subset of 56 randomly selected subjects during the CLT. These included electroencephalographic (EEG) measures, joystick response speed and pupil size responses. During one month following the CLT, respondents registered their purchases via an online diary. Bivariate correlations indicated that explicit scores correlate better with product purchase amounts in the perception condition than in the expectation condition. Furthermore, verbalized ratings correlated better with product purchase amounts than pictorial emoji scores. Of the implicit responses, EEG responses produced the strongest correlations with purchase behavior, similar to those observed for verbalized explicit ratings in the expectation condition. Multiple linear regression modelling indicated that the best-fitting model consisted of an emoji score, purchase intention score, pleasantness score, brand relationship score, and implicit joystick response speed. Overall, purchase behavior was associated stronger with explicit responses than with implicit responses. Yet, the prominent role of implicit joystick response speed in the multivariate regression model suggests its unique contribution to the understanding of purchase behavior.

AB - In this study, we aimed to investigate the relation between consumer purchases of three branded blueberry flavored quarks and respective responses of the same consumers to these products using 1) traditional explicit consumer surveys measuring verbalized impressions, 2) novel explicit pictorial emoji scores and 3) implicit behavioral responses produced during an approach-avoidance task (AAT). Explicit measures (n=134) were collected before product tasting (expectation condition) during an online survey, and after product tasting (perception condition) during a Central Location Test (CLT). Implicit measures were collected with a subset of 56 randomly selected subjects during the CLT. These included electroencephalographic (EEG) measures, joystick response speed and pupil size responses. During one month following the CLT, respondents registered their purchases via an online diary. Bivariate correlations indicated that explicit scores correlate better with product purchase amounts in the perception condition than in the expectation condition. Furthermore, verbalized ratings correlated better with product purchase amounts than pictorial emoji scores. Of the implicit responses, EEG responses produced the strongest correlations with purchase behavior, similar to those observed for verbalized explicit ratings in the expectation condition. Multiple linear regression modelling indicated that the best-fitting model consisted of an emoji score, purchase intention score, pleasantness score, brand relationship score, and implicit joystick response speed. Overall, purchase behavior was associated stronger with explicit responses than with implicit responses. Yet, the prominent role of implicit joystick response speed in the multivariate regression model suggests its unique contribution to the understanding of purchase behavior.

KW - Purchase behavior

KW - Prediction

KW - Consumer

KW - Explicit measurements

KW - Implicit measurements

KW - Dairy

KW - 416 Food Science

U2 - 10.1016/j.foodqual.2019.103733

DO - 10.1016/j.foodqual.2019.103733

M3 - Article

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

IS - 78

M1 - 103733

ER -