Extrinsic cues and Consumer Judgements of Food Product Introductions: The Case of Pangasius in Norway
2011 (English)In: Journal of Food Products Marketing, ISSN 1045-4446, Vol. 17, no 5, 536-551 p.Article in journal (Refereed) Published
In this article, the authors explore how the extrinsic cues Corporate Social Responsibility, Endorsement, and Country of Origin affect consumer evaluations of product quality, value, and expected product popularity for frozen Pangasius filets, a farmed fish product just recently introduced into the Norwegian market. The effects of these three variables are tested on purchase intentions. By means of a 2x2x2 factorial experiment in combination with survey data, the authors find that the three extrinsic cues under study had different effects on the evaluative variables. Furthermore, these variables all had positive and significant effects on purchase intentions. Hence, the general conclusion is that importers of new food products like Pangasius can benefit from focusing on extrinsic cues when the intrinsic cues are hard to evaluate or are unknown. Through the indirect effect on purchase intentions, extrinsic cues play an important role when consumers judge unfamiliar and new products.
Place, publisher, year, edition, pages
2011. Vol. 17, no 5, 536-551 p.
Extrinsic cues, new product introductions, buyer behavior, experiments
IdentifiersURN: urn:nbn:se:uu:diva-119784DOI: 10.1080/10454446.2011.618791OAI: oai:DiVA.org:uu-119784DiVA: diva2:300976