Segmentation Approaches that Differentiate Consumption Frequency from Sensory Preference

Wansink, Brian, Steven T. Sonka, and Se‐Bum Park. "SEGMENTATION APPROACHES THAT DIFFERENTIATE CONSUMPTION FREQUENCY FROM SENSORY PREFERENCE." Journal of sensory studies 19.4 (2004): 327-340.

14 Pages Posted: 2 Aug 2014

See all articles by Brian Wansink

Brian Wansink

Retired

Steven T. Sonka

University of Illinois at Urbana-Champaign

Se-Bum Park

Yonsei University

Date Written: October 2004

Abstract

People can eat a food without having a strong preference for it, and people can prefer a food without eating it. Given this seeming disconnect between attitude and behavior, which type of measure or segment can best be used to profile or identifi, loyal consumer segments of a food, such as soy? This research compares a usage-based method (heavy-light-nonusers) with a new attitude-based method (seeker-neutral-avoider), and finds that the attitude-based method differentiates purchase-related intentions better than the usage-based method. Implications for profiling consumer taste patterns and consumer segments are provided.

Suggested Citation

Wansink, Brian and Sonka, Steven T. and Park, Se-Bum, Segmentation Approaches that Differentiate Consumption Frequency from Sensory Preference (October 2004). Wansink, Brian, Steven T. Sonka, and Se‐Bum Park. "SEGMENTATION APPROACHES THAT DIFFERENTIATE CONSUMPTION FREQUENCY FROM SENSORY PREFERENCE." Journal of sensory studies 19.4 (2004): 327-340., Available at SSRN: https://ssrn.com/abstract=2474718

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Steven T. Sonka

University of Illinois at Urbana-Champaign ( email )

Champaign, IL 61820
United States

Se-Bum Park

Yonsei University ( email )

Seoul
Korea, Republic of (South Korea)

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
9
Abstract Views
295
PlumX Metrics