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White Plains, NY, United States

Boquin M.M.,University of Illinois at Urbana - Champaign | Moskowitz H.R.,Moskowitz Jacobs Inc. | Donovan S.M.,University of Illinois at Urbana - Champaign | Lee S.-Y.,University of Illinois at Urbana - Champaign
Journal of Sensory Studies

Picky eating is a challenging mealtime behavior prevalent during the toddler years. An operational definition of picky eating does not exist in the scientific literature, which makes it difficult to consistently quantify the degree of picky eating. Yet, those who talk about picky eating, especially mothers, "know it when they see it, or when it is described." This study used focus groups and conjoint analysis in a novel approach to investigate the perceptions of picky eating. Four categories were developed from three focus groups (N=19): "before mealtime behaviors," "during mealtime behaviors," "general mealtime preferences" and "food sensory-dependent preferences." The focus groups were followed by a conjoint analysis study which revealed four segments: "The Sensory Dependent" (n=72), "The General Perfectionists" (n=159), "The Behavioral Responders" (n=54) and "The Preferential Eaters" (n=74). The segments differed in the specific elements driving the description of a child considered a picky eater. The study develops a classification method to define picky eaters, and suggests innovative interventions for each of the four segments of picky eating. © 2014 Wiley Periodicals, Inc. Source

Chung H.S.,University of Illinois at Urbana - Champaign | Hong H.-D.,Korea Food Research Institute | Kim K.,Korea Food Research Institute | Cho C.-W.,Korea Food Research Institute | And 2 more authors.
Journal of Sensory Studies

Ginseng food products in the U.S.A. have mostly been limited to beverages despite the growth of functional foods market. The objectives of the study were to: (1) probe consumer attitudes and expectations of ginseng food products in the U.S.A., and (2) identify ginseng food product concept(s) that possess market potential in the U.S.A. Focus group panel (n=14) experienced limited types of ginseng food products from the Asian market and suggested that new ginseng food products be developed on the basis of preexisting product types in the U.S.A. Conjoint analysis (n=400) was performed with four categories and five elements from each category, which were generated based on findings from preceding focus groups. Participants had a low level of initial interest in ginseng food products. "Sweetness" and "ginseng chocolate" had the highest utility values. Findings suggested that the original ginseng flavors, including bitterness and earthiness, be minimized in order to establish potential for success in the U.S. market. PRACTICAL APPLICATIONS: This present work demonstrates consumers' insights and expectations of ginseng food products as well as ginseng food product concepts that drive consumers' interests, which have not been extensively researched in the U.S.A. Moreover, findings from the study demonstrate U.S. consumers' knowledge and insights of ginseng and its health effects. These will help food manufacturers understand the consumers who are latent in purchasing ginseng food products in the market and develop ginseng food products that will ensure their success in the U.S. market. Segmentation of consumers based on the pattern of their responses to the concept elements will be beneficial for food-marketing experts to establish marketing strategies. New ginseng food products where the findings from the study are applied are expected to increase consumers' intent to purchase the products, which have been known as containing numerous bioactive compounds. © 2011 Wiley Periodicals, Inc. Source

Saulo A.A.,University of Hawaii at Manoa | Moskowitz H.R.,Moskowitz Jacobs Inc.
Food Quality and Preference

Knowing the specific characteristics which trigger a strong sense of safe versus unsafe allows risk communicators to reach consumers effectively with targeted messages. Using experimental design of ideas and conjoint measurement, we assessed consumer interest in and perceived safety of food characteristics that consumers think to be important when they make a purchase decision. The study identified the specific characteristics and the associated phrasing. The data generate a database by which we understand the perceptions of risk. In turn the database shows how these risk perceptions vary by conventional subgroups (age, gender, ethnicity), and by different mind-sets that exist in the population. The results combine insights about acceptance with insights about safety, answering questions that could not have been previously addressed in this efficient, quantitative way. The study is the first in a series designed to create a large-scale database of safety for food, beverage, and eating situation, based on the perceptions of consumers. The study opens up a new area for consumer understanding dealing with the perception of intangible topics including safety, compliance, and 'good-for-you'. © 2011. Source

The paper introduces the empirical science of 'mind genomics', whose objective is to understand the dimensions of ordinary, everyday experience, identify mind-set segments of people who value different aspects of that everyday experience, and then assign a new person to a mind-set by a statistically appropriate procedure. By studying different experiences using experimental design of ideas, 'mind genomics' constructs an empirical, inductive science of perception and experience, layer by layer. The ultimate objective of 'mind genomics' is a large-scale science of experience created using induction, with the science based upon emergent commonalities across many different types of daily experience. The particular topic investigated in the paper is the experience of healthful snacks, what makes a person 'want' them, and the dollar value of different sensory aspects of the healthful snack. © 2012 Elsevier Inc. Source

Campbell B.L.,Vineland Research and Innovation Center | Lesschaeve I.,Vineland Research and Innovation Center | Bowen A.J.,Vineland Research and Innovation Center | Onufrey S.R.,Onufrey Group LLC | Moskowitz H.,Moskowitz Jacobs Inc.

In recent years, the new trend for local and organic produce has transformed the landscape of fruit and vegetable purchasing. To this effect, "local" and "organic" logos have become the norm in many retail outlets. To examine the effects of different "local" and "organic" logos on Canadian consumers, a consumer survey was used to identify preferences for various external attributes and to identify consumer segments within the buyers of both local and organic purchasers. Our results indicate that the "Foodland Ontario" logo has the largest effect on likelihood of purchase and also increases willingness to pay within the overall sample. Furthermore, there are gender, region, and income differences associated with the likelihood of purchase and willingness to pay given various logos. Through this study, three consumer segments were identified, "Confident in Produce Produced in Ontario," "In Organic We Trust," and "Socially Responsible Locavores," each of which has their own preferences for external characteristics. Source

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