Influence of Images on the Evaluation of Jams Using Conjoint Analysis Combined with Check‐All‐That‐Apply (CATA) Questions

Abstract

A study of the influence of the use of images in a conjoint analysis combined with check-all-that apply (CATA) questions on jams was carried out. The relative importance of flavor and the information presented in the label in the willingness to purchase and the perception of how healthy the product is has been evaluated. Sixty consumers evaluated the stimuli presented only in text format (session 1), and another group of 60 consumers did so by receiving the stimuli in text format along with an image of the product (session 2). In addition, for each stimulus, consumers answered a CATA question consisting of 20 terms related to their involvement with the product. The perception of healthy increased when the texts were accompanied with images and also increased when the text included information. Willingness to purchase was only influenced by the flavor of the jams. The presence of images did not influence the CATA question's choice of terms, which were influenced by the information presented in the text. The use of a check-all-that-apply question in concepts provided an interesting possibility when they were combined with the results from the conjoint analysis, improving the comprehension of consumers' perception. Using CATA questions as an alternative way of evaluating consumer involvement seems to be beneficial and should be evaluated much further.

Factors that Influence the Perceived Healthiness of Food—Review

“…When companies provide consumers with information related to nutritional value or to health effects in some way on the product packaging, it has a positive effect on perceived healthiness [ 26 , 34 , 35 , 36 , 47 ]. At the same time, care must be taken that consumers comprehend this information correctly, so that they do not evoke undesired associations [ 62 ], and consumer scepticism related to health claims must also be taken into account [ 74 ], as in this case information may even have a negative effect on assessing healthiness.…”

“…This is supported by the previous knowledge of the consumer, which influences perceived healthiness to a great extent [ 27 , 69 , 78 ]. Moreover, perceived healthiness of a product is further improved by adding a picture of the product to the communicated information [ 36 ] and is also affected by FoP labels and health claims [ 26 , 34 , 38 , 53 ]. Although several studies show that FoP labels help consumers choose healthier foods [ 26 , 34 ], due to the diversity of FoP labels, it cannot be clearly stated that their use always helps greatly in increasing the perceived healthiness of the product [ 53 ].…”

Antioxidant chitosan film containing lemongrass essential oil as active packaging for chicken patties

“…Nowadays, it is important to highlight that the influence of the functional information of the product can interfere with the acceptance of the product by the final consumer. Products containing information on the label with a healthy appeal and natural products also have positive attributes, even if the product does not have a high level of acceptance (Miraballes & Gámbaro, 2018). The development of new products must consider the information contained in the labeling, which can strongly contribute to global acceptance and intention to purchase the product (Cilli et al., 2020).…”

Effects of grape pomace flour on quality parameters of salmon burger

“…It is interesting to observe that information on the functional properties associated with bioactive compounds can improve the perception of healthy food and relativized the importance of appearance, color or odor in relation to potential health benefits. Foods with the information “contain natural antioxidants” and health claims in the sensory records were associated with positive attributes, while the uninformed products were associated with negative sensory attributes (Miraballes & Gámbaro, ). In the development of novel foods, researchers and industry must consider several factors, including labeling information, which may be highly relevant to evoke positive emotional and sensory perceptions and increase consumer purchase intentions.…”