Appropriateness as a measure of the cognitive-contextual aspects of food acceptance

  • H. G. Schutz


Throughout the history of the scientific measurement of food acceptance, there has been a growing recognition that the use of preference alone, in the sense of pure affective judgement, is an insufficient measure as an explanatory variable for food choice. As evidenced by the data on the prediction of food consumption behavior illustrated by the work of (Kamenetzky et al. 1957), (Lau et al. 1979), (Pilgrim and Kamen 1963 ), (Sidel et al. 1972), the prediction of food consumption behavior from preference judgments at best accounts for only about 50% of the variance in consumption. The relevance of cognitive processes in food acceptance has been considered by (Olson 1981), (Thomson and McEwan 1988), (Rappaport & Peters 1980), (Worsley 1963). The consumer and market research community have also recognized the importance of so-called situational variables in understanding consumer behavior an indicated in the paper by (Belk 1975), and in particular usage conditions as represented by (Kakkar and Lutz 1981) and a pioneering work by (Stefflre 1971). The use of Kelly’s personal construct theory (1955) and repertory grid, illustrated by the work of (McEwan and Thomson 1963) as one approach for evaluating the contextual aspects of food acceptance.


Food Item Food Choice Repertory Grid Cottage Cheese Affective Judgment 
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© Springer Science+Business Media Dordrecht 1994

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  • H. G. Schutz

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