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Effects of Television Programs on Viewers' Perception of Vinegar  

Jang Su-Bok (Programming & Production Headquarters, TBC)
Publication Information
Food Science and Preservation / v.13, no.1, 2006 , pp. 102-107 More about this Journal
Abstract
This study explores the effects of a television program on viewers' perception of vinegar. The 97 viewers were recruited from both students majoring in Food $(13.3\%)$ and those in non-Food subjects $(86.7\%)$. In this study the participants ($31.1\%$ males and $68.9\%$ females) were exposed to a 30 minute television program on vinegar. The students were surveyed to quantitatively test the effects of the television program on a viewer's perception. The results suggest that there is a correlation between viewing this television program and changes in perceptions of vinegar. The pre-test shows that $80.0\%$ of the participants had a minimum knowledge about vinegar and $16.7\%$ of the participants had no knowledge about vinegar. Only $3.3\%$ of the participants had a sufficient knowledge about vinegar before viewing the television program. After viewing the television program on vinegar, $80.0\%$ of the participants responded that the program 'highly influenced change' in their perception of vinegar and $20.0\%$ of the participants responded that the program gave them 'moderate effects on the perception change' while $0.0\%$ of the participants answered that there was 'no change' in their perception of vinegar. While there was no significant difference found among students' prior knowledge about vinegar in terms of gender and academic major, the study found the television program viewing experience made a great impact on their perception of vinegar. This research suggests that this television program about vinegar does not only influence the viewers' perception of vinegar but also creates an overall change in perception of purchase intention, practical uses of vinegar, and vinegar-drinking.
Keywords
television program; vinegar; vinegar perception; survey;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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