What are domestic apples worth? Hedonic responses and sensory information as drivers of willingness to pay

Laila Elisabet Seppä, Terhi Tuulikki Latvala, Faical Akaichi, José M Gil, Hely Margareetta Tuorila

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

Kuvaus

The effects of written information of key sensory characteristics of apple cultivars on hedonic ratings and willingness to pay (WTP) were measured in an experimental auction. Participants (n = 118, 95F, 23M, mean age 37 y.) rated, in three subsequent rounds, pleasantness and WTP based on (1) appearance only (n = 25), (2) appearance, written information and tasting (n = 44), or (3) appearance, tasting and written information (n = 49). Four domestic cultivars were described as medium sour and crispy (‘Amorosa’), sour and medium crispy (‘Konsta’), medium sweet and medium crispy (‘Lobo’) and sweet and medium crispy (‘Tobias’). The differences between the cultivars in pleasantness and WTP were minimal when the evaluation was based on appearance only. The effect of tasting after visual inspection was positive in three cultivars and negative in one (‘Konsta’). Written information after tasting did not affect pleasantness or WTP. For one cultivar (‘Tobias’), information given before tasting created expectations that were not fulfilled, thus tasting decreased hedonic ratings and WTP. Mean WTP was 2.36 euro/kg. When pleasantness increased by one point, WTP increased by 0.31–0.45 euro/kg. Regression models showed that pleasantness explained 38–55% of WTP. Respondents who reported consuming domestic apples more often than once a week had 0.52–0.74 euro/kg higher WTP than those who consumed them less frequently, suggesting that familiarity with the product increases WTP. Results indicate that both written information and tasting contribute to the ratings of pleasantness and WTP.
Alkuperäiskielienglanti
LehtiFood Quality and Preference
Vuosikerta43
Sivut97-105
Sivumäärä9
ISSN0950-3293
DOI - pysyväislinkit
TilaJulkaistu - 2015
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä, vertaisarvioitu

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  • 416 Elintarviketieteet

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title = "What are domestic apples worth? Hedonic responses and sensory information as drivers of willingness to pay",
abstract = "The effects of written information of key sensory characteristics of apple cultivars on hedonic ratings and willingness to pay (WTP) were measured in an experimental auction. Participants (n = 118, 95F, 23M, mean age 37 y.) rated, in three subsequent rounds, pleasantness and WTP based on (1) appearance only (n = 25), (2) appearance, written information and tasting (n = 44), or (3) appearance, tasting and written information (n = 49). Four domestic cultivars were described as medium sour and crispy (‘Amorosa’), sour and medium crispy (‘Konsta’), medium sweet and medium crispy (‘Lobo’) and sweet and medium crispy (‘Tobias’). The differences between the cultivars in pleasantness and WTP were minimal when the evaluation was based on appearance only. The effect of tasting after visual inspection was positive in three cultivars and negative in one (‘Konsta’). Written information after tasting did not affect pleasantness or WTP. For one cultivar (‘Tobias’), information given before tasting created expectations that were not fulfilled, thus tasting decreased hedonic ratings and WTP. Mean WTP was 2.36 euro/kg. When pleasantness increased by one point, WTP increased by 0.31–0.45 euro/kg. Regression models showed that pleasantness explained 38–55{\%} of WTP. Respondents who reported consuming domestic apples more often than once a week had 0.52–0.74 euro/kg higher WTP than those who consumed them less frequently, suggesting that familiarity with the product increases WTP. Results indicate that both written information and tasting contribute to the ratings of pleasantness and WTP.",
keywords = "416 Food Science",
author = "Sepp{\"a}, {Laila Elisabet} and Latvala, {Terhi Tuulikki} and Faical Akaichi and Gil, {Jos{\'e} M} and Tuorila, {Hely Margareetta}",
year = "2015",
doi = "10.1016/j.foodqual.2015.02.013",
language = "English",
volume = "43",
pages = "97--105",
journal = "Food Quality and Preference",
issn = "0950-3293",
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What are domestic apples worth? Hedonic responses and sensory information as drivers of willingness to pay. / Seppä, Laila Elisabet; Latvala, Terhi Tuulikki; Akaichi, Faical; Gil, José M; Tuorila, Hely Margareetta.

julkaisussa: Food Quality and Preference, Vuosikerta 43, 2015, s. 97-105.

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

TY - JOUR

T1 - What are domestic apples worth? Hedonic responses and sensory information as drivers of willingness to pay

AU - Seppä, Laila Elisabet

AU - Latvala, Terhi Tuulikki

AU - Akaichi, Faical

AU - Gil, José M

AU - Tuorila, Hely Margareetta

PY - 2015

Y1 - 2015

N2 - The effects of written information of key sensory characteristics of apple cultivars on hedonic ratings and willingness to pay (WTP) were measured in an experimental auction. Participants (n = 118, 95F, 23M, mean age 37 y.) rated, in three subsequent rounds, pleasantness and WTP based on (1) appearance only (n = 25), (2) appearance, written information and tasting (n = 44), or (3) appearance, tasting and written information (n = 49). Four domestic cultivars were described as medium sour and crispy (‘Amorosa’), sour and medium crispy (‘Konsta’), medium sweet and medium crispy (‘Lobo’) and sweet and medium crispy (‘Tobias’). The differences between the cultivars in pleasantness and WTP were minimal when the evaluation was based on appearance only. The effect of tasting after visual inspection was positive in three cultivars and negative in one (‘Konsta’). Written information after tasting did not affect pleasantness or WTP. For one cultivar (‘Tobias’), information given before tasting created expectations that were not fulfilled, thus tasting decreased hedonic ratings and WTP. Mean WTP was 2.36 euro/kg. When pleasantness increased by one point, WTP increased by 0.31–0.45 euro/kg. Regression models showed that pleasantness explained 38–55% of WTP. Respondents who reported consuming domestic apples more often than once a week had 0.52–0.74 euro/kg higher WTP than those who consumed them less frequently, suggesting that familiarity with the product increases WTP. Results indicate that both written information and tasting contribute to the ratings of pleasantness and WTP.

AB - The effects of written information of key sensory characteristics of apple cultivars on hedonic ratings and willingness to pay (WTP) were measured in an experimental auction. Participants (n = 118, 95F, 23M, mean age 37 y.) rated, in three subsequent rounds, pleasantness and WTP based on (1) appearance only (n = 25), (2) appearance, written information and tasting (n = 44), or (3) appearance, tasting and written information (n = 49). Four domestic cultivars were described as medium sour and crispy (‘Amorosa’), sour and medium crispy (‘Konsta’), medium sweet and medium crispy (‘Lobo’) and sweet and medium crispy (‘Tobias’). The differences between the cultivars in pleasantness and WTP were minimal when the evaluation was based on appearance only. The effect of tasting after visual inspection was positive in three cultivars and negative in one (‘Konsta’). Written information after tasting did not affect pleasantness or WTP. For one cultivar (‘Tobias’), information given before tasting created expectations that were not fulfilled, thus tasting decreased hedonic ratings and WTP. Mean WTP was 2.36 euro/kg. When pleasantness increased by one point, WTP increased by 0.31–0.45 euro/kg. Regression models showed that pleasantness explained 38–55% of WTP. Respondents who reported consuming domestic apples more often than once a week had 0.52–0.74 euro/kg higher WTP than those who consumed them less frequently, suggesting that familiarity with the product increases WTP. Results indicate that both written information and tasting contribute to the ratings of pleasantness and WTP.

KW - 416 Food Science

U2 - 10.1016/j.foodqual.2015.02.013

DO - 10.1016/j.foodqual.2015.02.013

M3 - Article

VL - 43

SP - 97

EP - 105

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -