EXPRESS: The Context (In)Dependence of Low Fit Brand Extensions

Low fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions under which low fit extensions can succeed. Specifically, the authors show that the extent to which consumers consider the context in forming judgments (i.e., are context dependent) determines the acceptance of low fit extensions. In four studies, the authors examine the combined effects of context (in)dependence and type of information, and show that context dependent individuals form their evaluations on the basis of the type of brand extension information provided. For context dependent individuals, providing benefit-based information enhances the evaluations of low fit extensions, whereas providing attribute-based information leads to a reliance on extension fit and subsequent unfavorable evaluation of low fit extensions. In contrast, context independent individuals are more likely to base their judgments on extension fit regardless of whether attribute- or benefit-based information is provided. The acceptance of high fit extension is unaffected by context (in)dependence and type of information. Our findings provide a two-step strategy (i.e., sensitizing consumers to context and providing them benefit-based extension information) for managers to successfully launch low fit extensions and leverage existing parent brand equity.

Sensory Drivers of Consumer Acceptance, Purchase Intent and Emotions toward Brewed Black Coffee

The link between coffee aroma/flavor and elicited emotions remains underexplored. This research identified key sensory characteristics of brewed black coffee that affected acceptance, purchase intent and emotions for Thai consumers. Eight Arabica coffee samples were evaluated by eight trained descriptive panelists for intensities of 26 sensory attributes and by 100 brewed black coffee users for acceptance, purchase intent and emotions. Results showed that the samples exhibited a wide range of sensory characteristics, and large differences were mainly described by the attributes coffee identity (coffee ID), roasted, bitter taste, balance/blended and fullness. Differences also existed among the samples for overall liking, purchase intent and most emotion terms. Partial least square regression analysis revealed that liking, purchase intent and positive emotions, such as active, alert, awake, energetic, enthusiastic, feel good, happy, jump start, impressed, pleased, refreshed and vigorous were driven by coffee ID, roasted, ashy, pipe tobacco, bitter taste, rubber, overall sweet, balanced/blended, fullness and longevity. Contrarily, sour aromatic, sour taste, fruity, woody, musty/earthy, musty/dusty and molasses decreased liking, purchase intent and positive emotions, and stimulated negative emotions, such as disappointed, grouchy and unfulfilled. This information could be useful for creating or modifying the sensory profile of brewed black coffee to increase consumer acceptance.

Development of high fiber rich antioxidant biscuits from purple and orange sweet potato peels

Sweet potato peel (SPP), which consist of various natural bioactive compounds, could play an important role in ameliorating chronic diseases such as cancer, cardiovascular diseases, and other degenerative diseases and yet remained underutilized. The current study investigated the effect of orange or purple SPP powder at different level of substitution (2, 5, 10%) in the production of biscuits on the proximate, antioxidant potentials and consumer acceptance. Dietary fibre increased significantly (P < 0.05) with an increase in SPP powder, ranging from 2 to 2.3 g/100 g. The total phenolic content of the biscuits was between 101.21 and 147.7 GAE/mL, total flavonoid ranged from 22.7 to 42.2 RU/mL, ABTS radical content ranged from 2.7 to 42.2 (µg ascorbic/mL). Acceptable biscuits were obtained by incorporating 2% SPP powder. Thus, SPP powder could be used as a functional and nutraceutical ingredient in biscuit production.

The Effectiveness of Facebook Advertisements of Subscription-based Video-On-Demand Streaming Services to Filipino Millennials

Subscription-based Video-on-Demand streaming services (SVODs) are popular hits nowadays on the online platform. The success of these SVODs is indeed dependent on consumer acceptance; however, the preference of the latter might vary. This study focused on targeting the millennials, as they are the biggest consumers of SVODs, by looking at Facebook advertisements, social pressure, consumer attitude, and purchase intention as the driving variables. This study included 196 respondents gathered through convenience sampling and was statistically processed through a linear regression to help determine the significance between variables contributing to a consumer’s purchase intention of SVODs. Results show that social pressure and attitude significantly affect millennials' purchase intentions for SVODs in Central Luzon. Thus, the researchers recommend that SVOD companies develop Facebook advertisement content that is vigilant of their consumers' preferences, such as eliciting an attitude and social pressure. This study also suggests different strategies to capture millennials in Central Luzon further.

Adoption of Wearable Technology Devices

With rapid change in technology worldwide, innovative products such as wearable technology devices tend to have an uprising trend. Consumers, however, are not necessarily adaptive in their nature and their perception is shaped by many factors. The aim of this research is to investigate the consumer acceptance of wearable technology devices, specifically smartwatches. The study extends the widely used technology acceptance model with the introduction of new variables. For the purpose of the study, survey data was collected from German and Turkish university students. The overall results provide validation to previous literature while introducing new factors for consumer acceptance of technology products, wearable technology devices, and smartwatches. Importance of this research comes from the innovative and promising nature of the wearable technology devices concept, the lack of work on smartwatches in literature, as well as the cross-cultural nature of the study. The study also has managerial implications for technology companies who chase after growth in their businesses.

Evaluation of consumer acceptance and nutritional value from opak crackers with the addition of triggerfish (Canthidermis maculata)

Triggerfish (Canthidermis maculata) is one of the fish types which can be used in opak crackers for the additional nutrition. This research aims to determine (1) the consumer acceptability and (2) the nutritional value of the triggerfish opak crackers. The method used in this study is an experimental study using a completely randomized design with two treatments and three repetitions. The experiment using 3 levels of triggerfish addition; 0%, 20%, and 40% respectively. The result of experiments that have been conducted on 30 respondents who are the students at Faculty of Teacher Training and Education by using 5 levels of hedonic scale shows that the opak crackers with the addition of triggerfish is the most preferable and the experiment proves that the nutritional level increased as well. The result of the acceptance showed that almost all consumers like opak Crackers in the (AI) treatment with the addition of 20% triggerfish because it had triggerfish characteristics such as aroma, crunchy texture, and the taste. However, when it comes for the color, respondents preferred the A0 formula, which is the crackers without the addition of triggerfish. The proximate test result reveals that the triggerfish opak crackers contains 83.32% carbohydrate, 8.42% protein, 1.99% fat, 0.47% ash, and 3% water.

Chemical and sensory properties of analogue rice based on kimpul flour (Xanthosoma sagitifolium)

Analog rice is artificial rice shaped like rice grains made from non-rice carbohydrate-rich flour with water, which can overcome food security in Indonesia. Taro kimpul is a local food rich in carbohydrates that cannot be widely used. Therefore, kimpul thread has the potential to be used as raw material in the manufacture of analog rice. This study aimed to determine the chemical characteristics of kimpul taro analog rice with dyes and binders. In addition, it is expected to increase consumer acceptance based on sensory testing. This research method uses an experimental laboratory method by making analog rice with 4 formulations. The analysis was water content, ash content, protein content, fat content, carbohydrate content, and sensory (hedonic) analysis, including colour, taste, texture, and overall aroma. The results showed that analog rice A was the best formula selected using the Bayes method based on the results of chemical and hedonic tests. Chemical and sensory characteristics of analog rice A with the use of 4% CMC and 32% beet are as follows moisture 2.88%; ash 2.3%; fat 1.1%; 5.7% protein; carbohydrate 87.94% and a preference value with an average range of neutral-good.

Karakteristik Organoleptik dari tempe modifikasi dengan kacang kedelai hitam (Glycine max (L) Merrit)

Tempeh is a fermented food from soybean seeds using the fungus Rhizopus oligosporus. Tempeh is usually made from ordinary fermented soybeans. However, there are various types of beans besides ordinary soybeans, one of which is black soybeans. Food product innovation is closely related to consumer acceptance. Acceptance can be measured using organoleptic test. Organoleptic testing is an important component in the process of making food product innovations. In this study, tempeh was made with a mixture of soybeans and black soybeans in a ratio of 50:50. The resulting tempeh was then tested organoleptically including the parameters of color, texture, aroma, and overall and compared with commercial tempeh on 45 panelists. Based on this research, it is known that the overall parameters, namely color, texture, aroma, and overall in soybean tempeh and 50:50 black soybeans have lower acceptability than commercial tempeh so that further development of these products is needed so that consumer acceptance is higher increase.