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

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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

언어ENG
URLhttps://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)

초록

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.

키워드

Unhealthy=Tasty Intuition(UTI)Food Perception Bias New Product Category Soy Meat Trade-offs in Consumption Social Marketing

저자

Narichika Isoda(Hitotsubashi University, Japan)
Yuko Yamashita(Hitotsubashi University, Japan)

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