Consumer Response to Tomato Pomace Powder as an Ingredient in Bread: Impact of Sensory Liking and Benefit Information on Purchase Intent

Objective: To identify liking, acceptability, and purchase intent of salads prepared from amaranth microgreens in a mixture with lettuce and carrots. Design/Methodology/Approach: Seven formulations of amaranth microgreens, lettuce, and carrots were made. The study was conducted through a centralized location consumer study. The level of liking was measured with a 9-point hedonic scale, while acceptability and purchase intent were measured with a binomial scale. Results: In general, consumers indicated that they liked salad samples within a range of 6 (liked slightly) and 7 (liked moderately). Formulation 7 (with the highest proportion of carrot) was pleasant to the consumer in aftertaste, flavor, and overall liking. Formulation 3 (a balanced mixture of its three ingredients) was liked in its attributes: colors, texture, appearance, and smell. Overall liking had a significant impact on purchase intent. Study Limitations/Implications: Study results represent only the segment of the surveyed population, most of which are young people between 18 and 25 years old (60%). Findings/Conclusions: Amaranth aroma can impact the liking of amaranth microgreen-based salads without causing rejection. The use of carrots in combination with amaranth microgreens can improve the acceptability of salads. Salad formulations with amaranth proportions of 22 to 33.3% have more opportunity in their purchase intent.

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Consumer Response to Disclosures in Digitally Retouched Advertisements

Journal of Public Policy & Marketing ◽

10.1509/jppm.16.188 ◽

2018 ◽

Vol 37 (1) ◽

pp. 131-141 ◽

Cited By ~ 2

Author(s):

Nadine A. Schirmer ◽

Manfred Schwaiger ◽

Charles R. Taylor ◽

John P. Costello

Keyword(s):

Consumer Response ◽

Product Type ◽

Purchase Intent ◽

Consumer Group ◽

Policy Makers ◽

The Public ◽

Four Levels ◽

The Impact ◽

Nonsignificant Effect ◽

Insight Into

The issue of digitally retouching models has begun to gain the attention of the public and regulators in multiple parts of the world, with some countries considering legislation or even passing restrictions, including requiring disclosures on retouched ads. This study adds insight into this debate by examining the impact of the addition of a disclosure to digitally retouched ads on women's advertising response. A 2 (disclosure) × 2 (product type) experiment was conducted with a sample of 495 women in Germany. The study also develops a typology of four levels of digital retouching via a factor analysis of survey data, with consumer aversion increasing when postproduction modifications became extreme. Disclosures had a nonsignificant effect on advertising response and credibility of the ad, yet purchase intent was significantly higher for ads that contained disclosures. Product type made no difference for any consumer group. Implications for companies and policy makers are discussed.

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