Choice Probability for Apple Juice Based on Novel Processing Techniques: Investigating the Choice Relevance of Mean-End-Chains

Food Quality and Preference, Vol. 22, No. 1, pp.48-59, 2011

Posted: 1 Jul 2011

See all articles by Nina Veflen Olsen

Nina Veflen Olsen

Independent

Elena Menichelli

affiliation not provided to SSRN

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics

Anne-Mette Sonne

affiliation not provided to SSRN

Elizabeth Szabo

affiliation not provided to SSRN

Diana Banati

affiliation not provided to SSRN

Tormod Næs

Nofima

Date Written: 2011

Abstract

The main aim of this study is to investigate an old challenge for means-end chain (MEC) theory; the lack of demonstration for means-end chains choice relevance. Even though MEC has become a commonly used tool in commercial market research and has been widely used in applied consumer research, within the core of academic consumer research, MEC has been almost ignored. One plausible explanation for this lack of interest may be that studies linking MEC data to choice have been few. In this study, we are to investigate how values and consequences generated from a previous MEC study structure can be linked to likelihood of choice. Hypotheses about European consumers’ likelihood of choice for novel processed juice are stated and tested in a rating based conjoint study in Norway, Denmark, Hungary and Slovakia. In the study, consumers probability of choice for high pressure processed (HPP) juice and pulsed electric field (PEF) juice are compared with their probability of choice for pasteurized juice and freshly produced apple juice, and consumer choices are tried explained by values and consequences generated from a MEC study. The study support, at least partly, that means-end chain structures’ have choice relevance.

Keywords: conjoint analysis, HPP, PEF, apple juice, ANOVA, MAPP

Suggested Citation

Olsen, Nina Veflen and Menichelli, Elena and Grunert, Klaus G. and Sonne, Anne-Mette and Szabo, Elizabeth and Banati, Diana and Næs, Tormod, Choice Probability for Apple Juice Based on Novel Processing Techniques: Investigating the Choice Relevance of Mean-End-Chains (2011). Food Quality and Preference, Vol. 22, No. 1, pp.48-59, 2011. Available at SSRN: https://ssrn.com/abstract=1868045

Nina Veflen Olsen (Contact Author)

Independent ( email )

No Address Available

Elena Menichelli

affiliation not provided to SSRN ( email )

Klaus G. Grunert

Aarhus School of Business - Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Anne-Mette Sonne

affiliation not provided to SSRN ( email )

Elizabeth Szabo

affiliation not provided to SSRN ( email )

Diana Banati

affiliation not provided to SSRN ( email )

Tormod Næs

Nofima ( email )

Tromsø, NO-9291
Norway

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