Abstract
One of the key problems of studying the perceived quality of goods as a psychological and marketing phenomenon remains the “subjectivity” of this category, both on the part of the subject confirmed by the incentive and on the part of the researcher. The Lockdown 2020 showed that offline marketing research is not applicable in conditions of forced self-isolation. Therefore, we were required to look for new technological and methodological solutions. The scientific novelty is to test a new approach to conducting marketing psychological research and determining the relationship between cognitive processes and the characteristics of the formation of perceived quality of the product (food product) depending on the context of perception.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Zeithaml, V.A.: Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Mark. 52, 2–22 (1988)
Jacoby, J., Olson, J.C.: Haddock RA. Brand name, and product composition characteristics as determinants of perceived quality. J. Appl. Psychol. 55(6) (1971). https://www.researchgate.net/publication/232578214_Price_Brand_Name_and_Product_Composition_Characteristics_as_Determinants_of_Perceived_Quality. Accessed 21 May 2020
Gotlieb, J.B., Grewal, D., Brown, S.W.: Consumer satisfaction and perceived quality: complementary or divergent constructs. J. Appl. Psychol. 79(6), 875–885 (1994). Accessed 07 May 2020
Aradhna, K., Morrin, M.: Does touch affect taste? The perceptual transfer of product container haptic cues. J. Consum. Res. 34(6), 807–818. (2008). https://www.researchgate.net/publication/23547422_Does_Touch_Affect_Taste_The_Perceptual_Transfer_of_Product_Container_Haptic_Cues. Accessed 20 Apr 2020
Ramsøy, T.Z., Morten, F.O., Jacobsen, K., Jensen, S.B., Skov, M.: Effects of perceptual uncertainty on arousal and preference across different visual domains. J. Neurosci. Psychol. Econ. 5(4) (2012). https://doi.org/10.1037/a0030198. Accessed 16 Apr 2020
Berčík, J., Horská, E., Wang, W.Y., Regina, Chen, Y.C.: How can food retailing benefit from neuromarketing research: a case of various parameters of store illumination and consumer response. In: Joint Seminar Consumer Behavior in a Changing World: Food, Culture, Society, Naples, Italy (2015). https://doi.org/10.22004/ag.econ.202714. Accessed 25 May 2021
Kramer, L.M.: The Interaction between Tactile Form and Background Design on Taste Perception. MSc. Communication Studies, Faculty BMS, University of Twente. http://essay.utwente.nl/73695/1/Kramer_MA_BMS.pdf_a.pdf. Accessed 16 Apr 2020
Heylen, D.J., Huisman, G., Bruijnes, M.: A moving feast: effects of color, shape and animation on taste associations and taste perceptions. University of Twente Human Media Interaction group. Osaka, Japan (2016). https://doi.org/10.1145/3001773.3001776. ISBN 978-1-4503-4773-0/16/11. Accessed 25 Apr 2020
Del Gatto, C., Indraccolo, A., Imperatori, C., Brunetti, R.: Hungry for colours? Attentional bias for food crucially depends on perceptual information. Cogn. Process. 22(1), 159–169 (2020). https://doi.org/10.1007/s10339-020-00990-8
Jeon, Y., Cho, M.S., Oh, J.: A study of customer perception of visual information in food stands through eye-tracking. Br. Food J. vol. ahead-of-print No. ahead-of-print (2021). https://doi.org/10.1108/BFJ-12-2020-1082
Rosenberg, B.D., Navarro, M.A.: Semantic differential scaling. In: Frey, B.B. (ed.) The SAGE Encyclopedia of Educational Research, Measurement, and Evaluation (2018). https://doi.org/10.4135/9781506326139.n624. Accessed 25 May 2021
Zotova, O.Y., Karapetyan, L.V.: Psychological security as the foundation of personal psychological wellbeing (analytical review). Psychology in Russia, no. 2 (2018). https://cyberleninka.ru/article/n/psychological-security-as-the-foundation-of-personal-psychological-wellbeing-analytical-review. Accessed 25 May 2021
Brunsø, T., Fjord, A., Grunert, K.: Consumers’ food choice and quality perception. The Aarhus School of Business, pp. 23–24 (2002). https://pure.au.dk/portal/files/32302886/wp77.pdf. Accessed 25 May 2021
Volkcner, F., Hofmann, J.: The price-perceived quality relationship: a meta-analytic review and assessment of its determinants. Mark. Lett. 18(3), 181–196 (2007). https://www.researchgate.net/publication/5153015_The_Price-perceived_Quality_Relationship_A_Meta-analytic_Review_and_Assessment_of_Its_Determinants. Accessed 25 Apr 2020
Japutraa, A., Ekincib, Y., Simkin, L.: Self-congruence, brand attachment and compulsive buying. J. Bus. Res. 99, 456–463 (2019). Accessed 25 Apr 2020
Martineza, L.M., Silvac, M., Martinezc, L.F., Abreud, A.M.: Colour contrast in packaging and consumer product perception (2016). https://www.researchgate.net/publication/330780037_Colour_contrast_in_pack84aging_and_consumer_product_perception. https://doi.org/10.1016/j.jretconser.2020.102372. Accessed 25 Apr 2020
Harrychand, D.K.: The effect and influence of country-of-origin on consumers’ perception of product quality and purchasing intentions. Int. Bus. Econ. Res. J. 13(5) (2014). https://www.researchgate.net/publication/297897483_The_Effect_And_Influence_Of_Country-Of-Origin_On_Consumers_Perception_Of_Product_Quality_And_Purchasing_Intentions. Accessed 25 Apr 2020
Voronin, A.N.: Method for diagnostics of discursive abilities on the material of everyday vocabulary. Exp. Psychol. (Russia) 7(2) (2014). Accessed 25 Apr 2020
Which of the above words are excellent from others. Short-oriented Test E.F (2020). https://schkola4kotovo.ru/en/kakoe-iz-privedennyh-slov-otlichno-ot-drugih-kratkii-orientirovochnyi. Accessed 25 Apr 2020
Acknowledgment
The authors thank Prof. Dmitry Kornienko, Associate Professor of Perm State University for scientific mentoring.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Ethics declarations
Respondents were eligible to opt out at any stage of the study or require not to include their test results and diagnostics in the analysis. As an incentive, study participants received 20 rubles ($0.27). to the telephone by transfer - after checking the completed questionnaires.
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Kerzina, E., Khatskelevich, A. (2022). Smart Innovation, Systems and Technologies in Marketing Psychological Research of the Perceived Food Quality. In: Rocha, A., Isaeva, E. (eds) Science and Global Challenges of the 21st Century - Science and Technology. Perm Forum 2021. Lecture Notes in Networks and Systems, vol 342. Springer, Cham. https://doi.org/10.1007/978-3-030-89477-1_94
Download citation
DOI: https://doi.org/10.1007/978-3-030-89477-1_94
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-89476-4
Online ISBN: 978-3-030-89477-1
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)