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



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