Referent product information from a credible source: How front line employees can stimulate acceptance of incrementally new food products

نویسندگان

چکیده

Generating consumer acceptance for incrementally new food products remains a challenge. Drawing on analogical learning theory, we explore the combined effect of providing information about product’s closest referent (‘the product is like…’) and instrumental value store’s frontline employees (FLEs) as credible source this acceptance. Using context aquaculture, two consecutive experimental studies with joint data collection have been conducted among UK consumers. Study 1 focuses adoption fillets an unfamiliar fish species FLE communicating newness, or newness including information. Results confirm that provided by has positive attitude willingness to buy product, but similar rather than stronger found condition subsample 1, 2 explores underlying mechanisms involved. The findings show influence FLE’s consumer’s towards positively mediated advice. Additionally, indirect regarding conditional (dis)liking his/her need taste first. These offering FLEs powerful can be useful variable in segmentation.

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ژورنال

عنوان ژورنال: Food Quality and Preference

سال: 2021

ISSN: ['0950-3293', '1873-6343']

DOI: https://doi.org/10.1016/j.foodqual.2020.104038