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http://dx.doi.org/10.7318/KJFC/2013.28.5.463

Contextual Appropriateness of Commercial Beverages According to Product Information Exposure  

Kim, Hyun-Kyung (Department of Food Science and Engineering, Ewha Womans University)
Jeon, Seon-Young (Department of Food Science and Engineering, Ewha Womans University)
Kim, Kwang-Ok (Department of Food Science and Engineering, Ewha Womans University)
Publication Information
Journal of the Korean Society of Food Culture / v.28, no.5, 2013 , pp. 463-472 More about this Journal
Abstract
Beverages can vary in their appropriateness depending on the context of their different uses; therefore, an intention to consume a beverage is likely dependent on the context of its use. This study associated the consumer acceptability of commercial beverage products examined in a previous study (Kim and others, 2013) with its appropriateness under different use contexts. Consumers (n=360) were divided into two conditions: blind and brand. Consumers rated appropriateness for 13 use contexts for each beverage product. The results indicated that the contextual appropriateness were significantly different among the beverage samples and seemed to be positively influenced by the acceptability of beverages. The beverages with higher liking scores were more appropriate in a greater number of contexts, including "when tired", "refreshing", and "rest". However, there were inappropriate contexts (e.g., "while weight watching", "after exercise", "with a meal", and "health care") regardless of degree of acceptability. In the brand condition, some differences in contextual appropriateness were observed when comparing results from the blind condition (e.g., "with a meal", "health care").
Keywords
Contextual appropriateness; consumer acceptability; beverage; product information;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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