HEDONIC MARKETING - THE INTERACTION OF SENSORY AND … · 2012. 5. 18. · LIISA LÄHTEENMÄKI 16 MAY 2012 MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 18 MAY

TATIONpRÆSEN

HEDONIC MARKETING - THE INTERACTION OF SENSORY AND INFORMATIONAL CHARACTERISTICS IN FOOD PRODUCTS

LIISA LÄHTEENMÄKIMAPP CENTRE

MAPP-WORKSHOP MIDDELFART 15-16 MAY, 2012

MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTORAARHUS UNIVERSITY

LIISA LÄHTEENMÄKI 16 MAY 2012

MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR

18 MAY 2012

MAPP Centre at Aarhus University› Mission: Research that addresses the interface between food companies

and their markets – research that helps align the strategic orientation and competence development of all actors in the food chain with the changing demands of world food markets



18 MAY 2012

What is hedonic marketing?

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18 MAY 2012

What is hedonic?

“The name derives from the Greek word for "delight" (ἡδονισµόςhēdonismos from ἡδονή hedone ”pleasure", cognate with English sweet + suffix -ισµός -ismos ”ism").”http://en.wikipedia.org/wiki/Hedonism

“Hedonic means of or relating to utility. (Literally, pleasure-related.) A hedonic econometric model is one where the independent variables are related to quality; e.g. the quality of a product that one might buy or the quality of a job one might take.” http://economics.about.com/od/termsbeginningwithh/g/hedonic.htm



18 MAY 2012

Pursuing pleasure

Psychological Hedonism is a descriptive theory holding that all people do in fact pursue pleasure even if this is not the way people ought to be; this is the way people actually are—they naturally seek pleasure. http://en.wikipedia.org/wiki/Hedonism

› Most men pursue pleasure with such breathless haste that they hurry past it.

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Philosopher Søren Kierkegaard in Either/Or:



18 MAY 2012

Pleasure

› Three types: sensory, aesthetic, mastery (Rozin, 1999)

”Many of the pleasures of of food, that is eating the food, arerather elementary and raw, and hence can be called sensorypleasures” (Rozin, 2010).

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18 MAY 2012

What is hedonic marketing?

› Sensory marketing is marketing that engages consumers’ senses and affects their behaviours (Krishna, 2010)

› Hedonic marketing is marketing that evokes consumers’ pleasure-related connotations and experiences and affectstheir behaviours

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18 MAY 2012

Experiencing food is based in all senses

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18 MAY 2012

Extrinsicqualitycues

Perceivedextrinsicqualitycues

Expectedpurchasemotivefulfilment

Expected quality:•Taste•Health•Convenience•Process

Perceived intrinsic qualitycues

Intrinsic qualitycues

Technicalproductspecifi-cations

Intentionto buy

Costcues

Perceivedcosts

Perceived costcues

Before purchase: Formation of

quality expectations

Future purchases

Eatingsituation

Experienced purchase motive fulfilment

Experiencedquality:•Taste•Health•Convenience•Process

Meal preparation

Sensory character-istics

After purchase: Quality experience

Grunert et al., 2011



18 MAY 2012

Expectations or experience in defining repetitive choices?

› With new products first choices are based on expectations

› Experienced pleasure important for repeated choices: taste/liking typically mentioned as the most important choice criterion

› How do we get from expectations to experiences: to what extent are experienced pleasantness or liking based on expectations?



18 MAY 2012

Two choice experiments

› Snack bars› Every other day for three weeks: 9 choices (N=40)› Possibility to familiarise with products before choices (tasting with

information)

› Beverages› Every day for three weeks: 15 choices (N=60)› No tasting before choice period: simulates normal choice situation

Urala & Lähteenmäki, 2006



18 MAY 2012

EXPECTATIONS AND CHOICE

TASTING AND CHOICE

TASTING AT HOME

CHOICES 1-10

Study I: Snack bars Study II: Beverages

BLIND TASTING

EXPECTATIONS

CHOICES 1-15




18 MAY 2012

Liking: snack bars

1

2

3

4

5

6

7

Expected Tasted At home At the end

LIK

ING

c)

FF-choc

ORG-cereal

ORG-choc

CONV-choc

FF-cereal

CONV-cereal




18 MAY 2012

Snack bars: choice frequencies according to tasted liking

1

2

3

4

5

6

7

FF-

cereal

FF-

chock

ORG-

cereal

ORG-

chock

CONV-

cereal

CONV-

chock

All

AC

TU

AL

LIK

ING

0 times

1 time

2 or more times

Overall mean

p=0.010 non sig. p=0.006 p=0.004 non sig. p



18 MAY 2012

Beverages: Expectations vs. Blind tasting

1

2

3

4

5

6

7

FF-well5 FF-well4 FF-gi5 FF-gi4 CONV-3 CONV-2

LIK

ING

c)

1

2

3

4

5

6

7

FF-well5 FF-well4 FF-gi5 FF-gi4 CONV-3 CONV-2

WIL

LIN

GN

ES

S T

O U

SE

d)




18 MAY 2012

Beverages: expected pleasantness and choice frequencies

1

2

3

4

5

6

7

FF-well5 FF-well4 FF-gi5 FF-gi4 All

EX

PE

CT

ED

LIK

ING

p=0.036 p=0.001 p=0.001p=0.003

22 21 17 10 17 3312 15 33 11 18 31n=

p



18 MAY 2012

Beverages: blind tasting in relation to choice frequencies

1

2

3

4

5

6

7

FF-well5 FF-well4 FF-gi5 FF-gi4 All

BL

IND

LIK

ING

0 times

1 time

2 or more times

Overall mean

non sig. non sig. p=0.003non sig. p



18 MAY 2012

Experience seems to be better thanexpectations….

› With familiar products experienced liking important for repetitive choices

› With no familiarisation the effect is weaker, but still experienced liking seems to predict repetitive choices, whereas expected liking gives no difference between single trial and no choice.

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18 MAY 2012

What are the qualityattributes and whatis their importance tothe consumers?



18 MAY 2012

Expectations related to quality attributes

Must-be

Basic needs

Satisfiers

Performance needs

Delights

Excitement needs

HealthBenefit



18 MAY 2012

Our approach to hedonic marketing

› The role of taste in food choice: can taste be overridden by other product characteristics?

› Can perceived pleasantness be raised by creating expectations about the hedonic quality?

› Can sensory experiences be used to create emotional bonds with products?

› How can we tailor congruency between experience-based (including sensory) and information-based characteristics?

› What is the role of sensory and informational product characteristics in triggering trial and repeat purchases?

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18 MAY 2012

Our four sessions

1. Sensory experiences in making food choices

2. Expectations: role of taste, price, health and other cues

3. Information for consumers

4. Names and labels as quality cues

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18 MAY 2012

Welcome to MAPP-workshop

More information

www.mapp.asb.dk

Documents

HEDONIC MARKETING - THE INTERACTION OF SENSORY AND … · 2012. 5. 18. · LIISA LÄHTEENMÄKI 16 MAY 2012 MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 18 MAY