Ch8 summary & vocab

Ch8 summary & vocab - Chapter 8 Perception...

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Chapter 8 Perception Consumers on vegetarian and vegan diets are searching for foods that balance taste and dietary requirements. In response, Gardenburger introduced its first "meatless" patty in 1985 and has gone on to create other meatless alternatives including Meatless Meatloaf and Buffalo Chik'n Wings. Their products substitute grain-based proteins and vegetables for meat. Many of their meatless patties include mushrooms as a key ingredient. In early 2002, Gardenburger became concerned when a competitor introduced foods containing mycoprotein and wanted to claim they were "mushroom in origin." As Gardenburger's CEO Scott Wallace explained it, "After extensive consumer research and discussion with scientific experts, we feel that this labeling is misleading, and could potentially damage those who legitimately use mushrooms in their products." To understand Gardenburger's concern, you might ask yourself the following question: "What does it mean to me if a product claims it is 'mushroom in origin'?" Gardenburger launched an extensive survey to answer this very question. Sixty percent of the consumers they surveyed believed that a product labeled as "mushroom in origin" would contain actual mushrooms! Is that what you thought it meant as well? If so, look more carefully at the phrase. It never explicitly states that the product contains mushrooms. Gardenburger's concerns were justified. Labeling mycoprotein as "mushroom in origin" rather than with the more accurate "edible protein derived from fungus" increases the odds that consumers will infer the presence of mushrooms when they aren't there. It also enhances consumer perceptions and willingess to try the product over that garnered by the more accurate label. As a consequence, Gardenburger has petitioned the Food and Drug Administration to regulate the labeling of mycoprotein. 1 Ad avoidance Ways for consumers to selectively avoid exposure to advertising messages. Adaptation level theory Deals with the phenomenon of people adjusting to the level and type of stimuli to which they are exposed. Affective interpretation The emotional or feeling response triggered by a stimulus such as an ad. Ambush marketing
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This note was uploaded on 06/01/2009 for the course MKT 3350 taught by Professor Smith during the Spring '09 term at Texas State.

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Ch8 summary & vocab - Chapter 8 Perception...

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