Examining Extrinsic Factors that Influence Product Acceptance: A Review

Abstract

Abstract:Drivers of liking (DOL) studies are useful for product development to formulate acceptable products; however, DOL alone are insufficient for understanding why a product is purchased and repurchased, which is ultimately the indication of a successful product. Ultimately sensory attributes drive product success (that is, repeat and continued purchase). However, ignoring the importance of extrinsic factors may neglect the vital product attributes responsible for the initial purchase, which may in turn, affect repeat purchase. The perception of sensory attributes assessed by DOL is mitigated by external perceptions of quality. If the sensory attributes do not deliver based upon the quality cues, the product will not be acceptable. Four key extrinsic factors that affect DOL are the perceived satiety, brand and labeling, price, and the emotional impact to decision making. In order to more thoroughly understand what the DOL for a product is, these 4 product cues should be considered in conjunction with sensory attribute perception to gain a holistic understanding of product acceptance.Keywords: brand, decision making, drivers of liking, emotions, perceived satiety, willingness-to-pay Practical Implication: Drivers of liking (DOL) studies gain insight into the sensory attributes responsible for liking. Assessing only sensory attributes ignores any effect that product cues have on enhancing attribute perception. Evaluation of extrinsic factors enhances understanding of DOL and will aid food and beverage companies in positioning their products in the best scenario for product success.

Different Oils and Health Benefit Statements Affect Physicochemical Properties, Consumer Liking, Emotion, and Purchase Intent: A Case of Sponge Cake

“…Compared with EVCO sponge cake, the RBO sponge cake had significantly lower specific volume (3.55 compared with 2.94 cm 3 /g) and expansion ratio (0.67 compared with 0.49; Table ), which may partially contributed to a lower liking score for visual volume/smoothness (6.5 compared with 6.1; Table ). The influence of appearance on acceptance is variable, may not be relevant for some consumers (Moskowitz and Krieger ), and ultimately may not be a primary driver of liking (Li and others ). In this study, the type of oils used in the sponge cake formulation affected liking scores of appearance, crumb color, and visual volume/smoothness but did not make these attribute unacceptable (all scores ≥5.9).…”

O Efeito do Atributo Extrínseco Marca na Preferência dos Consumidores: Um Experimento com Margarinas

“…A percepção é determinante no comportamento do consumidor e, por conseguinte, influencia as oportunidades proporcionadas pelos varejistas, pois os consumidores utilizam os atributos extrínsecos e intrínsecos dos produtos, para diferenciá-los e formar suas impressões sobre a qualidade dos mesmos (BREAIC et al., 2017;LI et al, 2015;MENDEZ et al, 2011;ZEITHAML, 1988).…”

“…Já atributos extrínsecos, por não comporem a parte física do produto, podem ser alterados sem gerar modificações no produto físico. Podem ser citados como atributos extrínsecos o preço, a propaganda, a marca e a imagem da loja (LI et al, 2015;OLSON, 1977;RICHARDSON et al, 2000;SZYBILLO;JACOBY, 1974;ZEITHAML, 1988), como também as garantias dos produtos e os selos de aprovação presentes nos mesmos (LI et al, 2015;RICHARDSON et al, 2000;ZEITHAML, 1988).…”

“…Além disso, é importante que as marcas criem uma variedade de associações que podem proporcionar a base para o posicionamento da marca e que conduzirá a todos os elementos do esforço de marketing (AAKER, 1998;LI et al, 2015).…”

“…A construção de marcas fortes é uma estratégia amplamente enfatizada pelos estudiosos (KELLER, 1993;LI et al., 2015;RIES;TROUT, 1986;TAVARES, 1998), os quais atribuem a esta a capacidade de gerar efeitos poderosos sobre o comportamento de compra do consumidor.…”