KOREASCHOLAR

THE IMPACT OF UNHEALTHY = TASTY INTUITION FOOD PERCEPTION BIAS ON THE POSITIONING OF A NEW PRODUCT CATEGORY: AN EMPIRICAL STUDY ON THE SOY MEAT HAMBURGER IN JAPAN

Narichika Isoda, Yuko Yamashita
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422327
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.383-386
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study addresses the problem caused by unhealthy = tasty intuition (UTI) when positioning innovative new categories of food products. Our research on Japanese consumers’ choice of soy meat hamburgers shows that UTI formed by the old category influences choices in the new product category.

Keyword
Unhealthy=Tasty Intuition(UTI)Food Perception BiasNew Product CategorySoy MeatTrade-offs in ConsumptionSocial Marketing
Author
  • Narichika Isoda(Hitotsubashi University, Japan)
  • Yuko Yamashita(Hitotsubashi University, Japan)