Effective advertising should include multiple sensory attributes of the product
Posted - October 4, 2009
New study on advertising :All Senses Works Best
By O.W.N. News Network
Time to start showcasing the texture of your food, the pop of the can as it opens, and its attractive appearance, according to “The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste”, recently published in the Journal of Consumer Research. The study, done by Ryan S. Elder and Dr. Aradnha Krishna, used three separate experiments to show that talking about the five senses surrounding a food experience was much more effective than just focusing on taste alone. The study was done at the Ross School of Business at the University of Michigan, where Mr. Elder is a doctoral student of marketing and Dr. Krishna is a professor of marketing.
While smell is a natural complement to taste, the researchers also recommend including all of the other senses. Marketing a food product works best when the product is presented as an immersive experience, where the client can experience the sounds, smells, sights, and physical feel of a product in addition to the taste.
The study included other factors, such as distraction from the product and the effects of distraction on the product experience. In one of the three experiments used, both sets of consumers were simply given white popcorn in a plastic cup. One set was given a short test to do before reading the ad and tasting the popcorn, while the other was not given the same test. The two groups were split further into a group that were given a multiple-sensory ad to read before tasting the popcorn, while the other was given a single-sense ad to read. The interesting finding of this particular experiment was that those who were distracted prior to viewing the multiple-sense ad and eating the popcorn reported a more favourable taste test result than the set that were given the test and just the single input ad to read.
The authors conclusion of the study: “Despite the conventional wisdom that taste is composed of multiple sensory inputs, advertising within the food and beverage industry rarely addresses perceptions beyond taste. The results from our studies suggest that advertising should include multiple sensory attributes of the products as this has a significant impact on perceptions of the product. These findings are particularly relevant for the food industry, including packaged goods and restaurants, as it continues to spend billions of dollars in advertising the taste of food, one of our most pleasurable and sensory experiences.”
This has interesting implications for the organic food industry, with potentially a more immersive experience to sell than other food products .Focusing on other senses besides taste might just be the magic ad bullet that most of us are looking for.
The study is available for purchase at this URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/605327 or through purchasing the Journal of Consumer Research, February 2010 print edition.
French retailer Auchan expands sustainable lines
Posted - October 4, 2009
French retailer Auchan expands sustainable lines
By Warren Beaumont
French retailer Groupe Auchan has a strong commitment to sustainable development and promoting environmentally-friendly consumption. Auchan aims to promote high-quality food products, based on sustainable production modes, in particular from the organic sector.
For the last few years, Auchan says the chain has been developing its own ranges in each Western European country:
First supermarket chain to introduce organics in Brazil
Posted - October 4, 2009
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Special Report on Packaging
Posted - October 4, 2009
In search of the most sustainable packaging
By Angela West
The growth in popularity of organic foods and natural products has resulted in a considerable level of new product development over a short period of time. As noticed during industry trade shows, the manner in which organic, nutritious and fair trade goods are packaged and presented to a growing consumer market demanding them, is frequently overlooked. Nutrition, environmental concerns, marketability and logistics are all factors that directly influence the choice of packaging substrate and design. Which are the most unique, convenient, eco-friendly and safe packaging solutions? Which are the best materials? Could it be PET or bio-plastics? Or is it glass or metal?
This is the second of a series (started with the O.W.N. Summer 2009 digital edition available at www.organicwellnessnews.com) on packaging alternatives that fit the values of the green movement. We asked industry players about their choices. Here are some of their replies.
In Canada Harmony Organic opts for traditional glass shaped bottle
Harmony Organic Dairy Products Inc. is a medium sized organic certified enterprise owned and operated in Ontario since 2001 by organic dairy farmers Lawrence Andres and Ross Wilhelm. Although market demand has forced the dairy to also offer its milk and cream products in recyclable cartons and 4 liter bags, the most discerning consumers still prefer to buy their milk in reusable attractive old fashioned shaped glass bottles. The reason? Taste!, says marketing director Robert Kuenzlen.
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For Study Attacking Nutritional Value of Organics
Posted - October 4, 2009
UK Food Standards Agency Taken To Task Globally
By O.W.N. News Network
The study
Send your comments to: editorial@organicwellnessnews.com
The growth in popularity of organic foods and natural products has resulted in a considerable level of new product development over a short period of time. As noticed during industry trade shows, the manner in which organic, nutritious and fair trade goods are packaged and presented to a growing consumer market demanding them, is frequently overlooked. Nutrition, environmental concerns, marketability and logistics are all factors that directly influence the choice of packaging substrate and design. Which are the most unique, convenient, eco-friendly and safe packaging solutions? Which are the best materials? Could it be PET or bio-plastics? Or is it glass or metal?