Enticing the Effects of Consumer Values on Actual Choices of Food Products By Applying the Value Activation Theory: Chasing Ghosts?

The role of activated values in consumers’ choice of actual food products was investigated. The central values of hedonic and traditional consumers were first activated. Then, in a simulated grocery shopping task consumers selected their favorite food products in four product categories and evaluated each product’s image attributes. The results revealed that even after successful value activation only one product out of eight was chosen differently by the two consumer groups. Still, attitudes towards all the products were different between groups indicating that consumers’ attitudes do not always translate into value-congruent behaviors.



Citation:

Rami Paasovaara and Harri T. Luomala (2009) ,"Enticing the Effects of Consumer Values on Actual Choices of Food Products By Applying the Value Activation Theory: Chasing Ghosts?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 202-207.

Authors

Rami Paasovaara, University of Vaasa, Finland
Harri T. Luomala, University of Vaasa, Finland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

J7. Alienation from Ourselves, Alienation from Our Products: A Carry-over Effect of Self-alienation on Self-possession Connection

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology

Read More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.