A Cultural Hedonic Framework for Increasing the Consumption of Unfamiliar Foods: Soy Acceptance in Russia and Colombia

Posted: 23 Feb 2003

See all articles by Steven T. Sonka

Steven T. Sonka

University of Illinois at Urbana-Champaign

Brian Wansink

Retired

Matthew Michael Cheney

University of Illinois at Urbana-Champaign

Abstract

It is important to understand how a country's cultural influences may affect the introduction of a new or unfamiliar food. In this paper, we present a cultural hedonic framework that uses a culture's context (low versus high) and its view toward food consumption (hedonic versus utilitarian consumption) to assess the difficulty of introducing an unfamiliar food to this market. This framework is then applied to determine the most effective means to stimulate soy consumption in Russia and Colombia. General guidelines show how the cultural hedonic framework can be used to provide insights into distribution, message positioning, and marketing strategy for other foods and products in a variety of situations.

Suggested Citation

Sonka, Steven T. and Wansink, Brian and Cheney, Matthew Michael, A Cultural Hedonic Framework for Increasing the Consumption of Unfamiliar Foods: Soy Acceptance in Russia and Colombia. Available at SSRN: https://ssrn.com/abstract=371452

Steven T. Sonka

University of Illinois at Urbana-Champaign ( email )

Champaign, IL 61820
United States

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Matthew Michael Cheney

University of Illinois at Urbana-Champaign

Champaign, IL 61820
United States

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