Effects of evoked consumption contexts on hedonic ratings: A case study with two fruit beverages

摘要: Abstract Consumer liking is critical to the success of foods and beverages in marketplace. In addition sensory properties, context which a product consumed can influence how that liked. The aim this paper was examine effect different evoked consumption contexts on consumer hedonic responses. Written scenarios instructed consumers imagine their own context. were imagined response written scenario. Mean ratings for four apple blackcurrant juices using three control (no context) compared within between contexts. having fruit beverage: while eating breakfast, watching movie, something refreshing drink. descriptions provided by established occasions each A greater observed juice juice. Lower occurred under Although differences overall level mean individual samples contexts, rank order similar. From consumers’ perspective, evoking setting did not impact task demands ratings. Findings suggest are influenced type This study demonstrated potential use laboratory as an approach provide with frame reference products assessed. Evoking scenario may serve tool explore be feasible carry out due practical or financial constraints.