title: Food choice motives and bread liking of consumers embracing hedonistic and traditional values.
abstract: This study addresses the effect of personal values on consumers' food choice motives and on the liking of bread. A total of 224 consumers participated in the study in three groups: traditional and hedonistic consumers, who presented opposite value types according to the Schwartz value theory, and a control group. Three different rye breads were evaluated for liking and their sensory profiles were determined. The consumer groups' values, food choice motives measured with the Food Choice Questionnaire and a Concern scale, and liking of the breads differed significantly according to the analysis of variance and a partial least squares regression analysis. For hedonistic consumers, rye bread characterized by a soft and porous texture influenced liking positively, and food choice motives "mood" and "price" correlated positively with their values. Traditional consumers were more positive toward different types of rye bread, and food choice motives "natural content", "familiarity" and "health concern" were more important to them than to hedonists. Overall, this study demonstrated that values are connected to food choice motives and, to some extent liking and, thus, values can be utilized both in product development and in advertising.
authors.affiliation: Functional Foods Forum, 20014 University of Turku, Turku, Finland. terhi.pohjanheimo@utu.fi
authors.forename: Terhi
authors.initials: T
authors.lastname: Pohjanheimo
authors.forename: Rami
authors.initials: R
authors.lastname: Paasovaara
authors.forename: Harri
authors.initials: H
authors.lastname: Luomala
authors.forename: Mari
authors.initials: M
authors.lastname: Sandell
mesh_terms: D000293:Adolescent; D000328:Adult; D000704:Analysis of Variance; D001939:Bread; D002755:Choice Behavior / Q000502:physiology*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003469:Culture; D005260:Female; D005387:Finland; D005518:Food Preferences / Q000502:physiology / Q000523:psychology*; D006801:Humans; D016018:Least-Squares Analysis; D008297:Male; D008875:Middle Aged; D009042:Motivation / Q000502:physiology*; D012945:Social Values; D011795:Surveys and Questionnaires; D055815:Young Adult