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Both approaches have shown advantages in adopting consumption context in consumer tests.
This research contributes new understanding of the role of consumption context.
A between-subjects experimental design was used to evaluate the influence of consumption context on consumer choices.
However, to understand everyday consumer preferences, we need to incorporate consumption context: food presentation, packaging materials, tableware, and consumption situation.
In a consumption context, there is a growing interest in understanding unfair behaviour of firms towards customers.
In half of the studies, consumers were asked to provide a description of the consumption context they imagined.
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The present research aimed to fill in this gap of knowledge by exploring how evoked consumption contexts affect responses obtained from an emotion questionnaire.
Consumer testing in re-created purchase or consumption contexts may produce results with a higher external validity than laboratory testing and be a valid alternative to consumer testing in real-life contexts.
Two food stimuli (apple and chocolate brownie) and three different consumption contexts (a 'weekend breakfast', an 'afternoon snack', and 'after a special dinner') were used to vary the level of product-context appropriateness.
A within-subject design was used in which 157 participants first completed an emotion questionnaire (36 terms, checklist format) in response to each of the evoked consumption contexts (presented in written format).
It was also found that frequency of use of positive emotion terms was higher in those consumption contexts that were considered more appropriate, whereas negative emotion terms were more frequently selected when the context was perceived as less appropriate for the product.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com