Incorporating “Health” into Promotional Messages for Apples

Abstract

To gain further insight into consumer purchase motivation for fruits and vegetables, a hierarchical value map pertaining to dessert apples was derived. This suggested that purchase motivation was driven primarily by health considerations. Information from the hierarchical value map was used to develop three print advertising strategies for a new (hypothetical) apple variety in accord with the MECCAS framework (Means-End Conceptualization of the Components of Advertising Strategy). The way consumers perceived the information communicated in the different strategies was explored using in-depth interviews. Consumers' attitudinal responses to the three strategies were also monitored. The outcome of these explorations suggested Sara R. Jaeger is Assistant Professor,

Non-sensory factors in sensory science research

“…In addition to uncovering why good personal health is important, laddering interviewing can also provide insight to what product characteristics people perceive as enabling them to achieve and maintain good health. As a basic example consider apples, where this link is: juicy and sweet tasting apple ) apple tastes good and is liked ) I eat fresh fruit ) get a balanced diet rich in vitamins ) remain healthy ) long life (Jaeger & MacFie, 2000). However, in the case of dishes such as apple crumble or fried fish, both positive and negative consequences for health are possible, leading to a more complex set of cognitions.…”

Increasing vegetable consumption: a means‐end chain approach

“…In a study on apples, Jaeger and MacFie (2000) also found the values "healthy and long life", "family responsibility", and "enjoy life" associated with their consumption. In a study on convenience food that included a selection of processed vegetables, De Boer and McCarthy (2003), found the values "good health, long life" and "self-fulfilment", amongst others, were associated with consumption.…”

“…This suggests that it is possible to move a product from low-involvement to that of higher-involvement through the creation of personal relevance (Blythe, 2008). Means-end chain (MEC) theory is a framework shown to be effective in deciphering the personal relevance of foodstuffs such as vegetable oil (Nielsen et al, 1998), pork (Arvola, 1998), beef (Grunert and Valli, 2001), fish (Valette-Florence et al, 2000) and apples ( Jaeger and MacFie, 2000), and as a model for generating marketing communications (see Reynolds and Olson, 2001). In the social marketing literature, MEC concepts have been used to understand philanthropic decisions (Reynolds and Norvell, 2001), the effect of cigarette advertisements on women (Boyd et al, 2003), and childhood obesity (Davis and Mort, 2006).…”

“…The executional framework is the details of the finished communications such as script, plot, models and settings. Marketing activities developed using these elements are thought to tap into the consumer mindset, producing a deeper and more persuasive Increasing vegetable consumption connection with the target market ( Jaeger and MacFie, 2000;Reynolds and Craddock, 2001).…”

Spin versus fair speak in food labelling: A matter of taste?

“…The bulk of consumer-oriented sensory research is concerned with consumers' liking and preferences as a basis for developing sensorically attractive products which consumers are likely to buy (Grunert, 2005(Grunert, , 2007Jaeger & MacFie, 2000;MacFie, 2007;Poulsen, Juhl, Kristensen, Bech, & Engelund, 1996;Shepherd & Raats, 2006). Yet if we assume that ''sensory properties are the most powerful influence on [food] choice, in most situations" (Rozin, 2007, p. 17), and these situations include in-store decision-making and consumers' ex-post evaluation of decisions made, it seems reasonable to expect that sensory factors would also be of great importance when consumers feel disappointed or, ultimately, misled by a product and/or its immediate presentation.…”