The mind-set of teens towards food communications revealed by conjoint measurement and multi-food databases.
We introduce a new type of study that combines self-profile of behaviors and attitudes regarding food together with responses to structured, systematically varied concepts about the food. We deal here with the responses of teens, for 28 different foods and beverages. The study creates a database that reveals how a person responds to different types of messaging about the food. We show how to develop the database for many different foods, from which one can compare foods to each other, or compare the performance of messages within a specific food.
Foley
Michele
M
Frito Lay, Inc., P.O. Box 660634, Mail Drop 2a-187, Dallas, TX 75266-0634, United States. Electronic address: michele.foley@fritolay.com.
Beckley
Jacqueline
J
The Understanding and Insight Group, Inc., 3 Rosewood Lane, Suite 103, Denville, NJ 07834, United States. Electronic address: Jackie@theuandigroup.com.
Ashman
Hollis
H
The Understanding and Insight Group, Inc., 5281 Cascade Drive, Powell, OH 43065, United States. Electronic address: hollis@theuandigroup.com.
Moskowitz
Howard R
HR
Moskowitz Jacobs Inc., 1025 Westchester Ave., 4th Fl., White Plains, NY 10604, United States. Electronic address: mjihrm@sprynet.com.
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000329:Advertising; D001628:Beverages / Q000706:statistics & numerical data; D002648:Child; D003142:Communication; D016208:Databases, Factual; D004435:Eating / Q000502:physiology / Q000523:psychology*; D005260:Female; D005502:Food / Q000706:statistics & numerical data; D005518:Food Preferences / Q000502:physiology / Q000523:psychology*; D015438:Health Behavior; D006801:Humans; D006815:Hunger / Q000502:physiology; D008297:Male; D000297:Psychology, Adolescent; D055815:Young Adult