Dynamik affektiver Urteile von Konsumenten bei Nahrungs- und Genußmitteln
von Andreas Scharf & Thorsten Sander (1999)
1. Einleitung
2. Ansätze zur Erklärung der Dynamik affektiver Urteile von Konsumenten
2.1 Physiologische und psycho-physiologische Determinanten
2.1.1 Appetit, Hunger und Sättigung
2.1.2 Adaptation
2.2 Psychologische Determinanten
2.2.1 "Mere exposure"-Effekt
2.2.2 Konzept des optimalen Stimuluslevels
2.3 Kritische Würdigung der Ansätze
3. Sensorischer Akzeptanzverlauf in Abhängigkeit von der Anzahl der Produktkontakte - eine Pilotstudie
3.1 Untersuchungsziele und Untersuchungsdesign
3.2 Darstellung der wichtigsten Ergebnisse
3.3 Diskussion der Ergebnisse
Literaturverzeichnis
Zusammenfassung /Summary
Summary
To estimate the success potential of new or modified food products the consideration of the consumers' hedonic ad hoc judgements is often not sufficient. Additional information about the influence of the intensity of product contact on the relevant target groups' affective reactions on sensory innovations is needed.Different physiological, psycho-physiological, and psychological determinants are important for the explanation of the dynamic character of affective consumer judgements on food. The hedonic judgements on new food can increase after repeated consumption because consumers accustomed to it. Sensory boredom can lead to the opposite result. Psychographic consumer variables like the attitude towards new stimuli or the need for variation influence the hedonic judgements on products in dependence of the number of product contacts.
In sensory acceptance tests in Göttingen and Warsaw subjects were exposed to potato chips with different intensities of a new chicken flavour across several test sessions. An important result in Göttingen was a considerable increase of the hedonic judgements on the products of higher flavour intensity after increased product contact. Moreover, the chicken products in Warsaw in comparison with familiar market products were rated higher in a blind test after repeated product exposure than in a blind test before.