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ISSN : 1229-8778
This study analyzed consumers’ attitude to HMR(home meal replacement), their allowance of HMR, and effects of the variables on actual HMR purchase. Based on responses from a total of 701 people, research hypotheses were tested using the structural equation model. Of 21 meals per each week, the average meal allowed for HMR in respodents’ mind was 4.55 and the average actual intake of HMR was 3.58. Empirical results show that as respodents are older, they are more negative toward HMR. Having a higher tendency of pursing regular diet, nutrition diversity, and convenience in meal caused to increase positive attitude to HMR. It was also shown that positive attitude increased acceptance of HMR on consumers’ mind, resulting in higher actual HMR purchase. The pursuit of food safety and quality has not, contrary to the general expectation, affected attitude to HMR. This study is significant in that it is the first to combine consumers’ phycological aspects with HMR consumption. The results are expected to serve as a basis for selecting target groups and conceptualizing HMR products.
This research examines the potential interaction effect of information order and gender on attitude toward final product. More precisely, when consumers evaluate a female-targeted product, men tend to have a more favorable attitude toward the final product when the raw material is presented first than when the final product is presented first. On the other hand, women generally do not respond differently to different information order because the product is familiar to them. Processing fluency has been suggested as the underlying mechanism by which this process occurs. We tested the proposed interaction effect in two laboratory studies. In study 1, in which participants evaluate a soap made from olive oil, we investigated the interaction effect between information order and gender on product attitude. Study 2 replicates the information order and gender interaction effect using a different product stimulus (i.e., almond milk). The results show that the observed effect is mediated by an increase in processing fluency, which was also verified. The results provided an understanding of how consumers respond to time-laden information order-related gendered products and highlight implications for marketers seeking to increase the effectiveness of marketing communication.