Role of Consumer Expectancies in the Acceptance of Novel Foods

Abstract

ABSTRACT Six experiments were conducted to examine factors affecting the consumer acceptance of novel foods. Variables included for analyses of their effects were: (1) preparation variables; (2) product name and type of serving vessel; (3) brand labels and packaging; (4) availability of product information; (5) nature and quantity of product information; and (6) degree of familiarity of the user with the product. Results of these experiments were interpreted within a theoretical framework that postulates that the hedonic response to food is a function of the degree to which expectancies about the food are matched by subsequent experiences with it. Based on the theory of cognitive dissonance, this theoretical framework is proposed as a useful analytic tool for predicting consumer responses to novel foods.