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Product Information, Hedonic Evaluation, and Purchase Decision: an Experimental Study of Orange Juice*

Published online by Cambridge University Press:  08 June 2012

Pierre Combris ,
Christine Lange  and
Sylvie Issanchou
Pierre Combris
Affiliation:
INRA, Laboratoire de Recherche sur la Consommation (CORELA), 65, Bd de Brandebourg, F 94205 Ivry-sur-Seine Cedex, E-mail:combris@ivry.inra.fr
Christine Lange
Affiliation:
CNRS, Centre Européen des Sciences du Goût (CESG), Dijon,France. E-mail: lange@cesg.cnrs.fr
Sylvie Issanchou
Affiliation:
INRA, Unité Mixte de Recherche Flaveur, Vision, Comportement du Consommateur (FLAVIC), Dijon,France. E-mail: Sylvie.Issanchou@dijon.inra.fr
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Abstract

Two randomly sampled groups of subjects were endowed with real budgets and placed in 5 different budget/price situations. In each situation they had to evaluate 6 orange juices and complete a demand table. At the end of the experiment, one demand table was randomly selected and participants had to buy the corresponding products. In one group, participants choose after looking at the packaging in the other they could also taste the products. Results show that participants who chose without tasting, made quicker decisions, selected a larger number of variants and were more influenced by prices than those who could taste the products. Although choices appeared very heterogeneous, most participants exhibit coherent behaviors. (JEL classification: C91, D12)

Type
Articles
Information
Journal of Wine Economics , Volume 2 , Issue 1 , Spring 2007 , pp. 40 - 54
Copyright
Copyright © American Association of Wine Economists 2007

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