New Consumer Approach: Understanding Emotions and Involvement in Beef Consumption

1
New Consumer Approach Understanding Emotions and
Involvement in Beef Consumption
PhD Student Marcia Dutra de Barcellos Wageningen
University / Marketing and Consumer Behaviour
Group Universidade Federal do Rio Grande do Sul/
CEPAN Prof. Dr. Walter Meucci Nique Universidade
Federal do Rio Grande do Sul/ CEPAN Université de
Technology de Troyes Prof. Dr. Eugenio Avila
Pedrozo Universidade Federal do Rio Grande do
Sul/ CEPAN
2
Introduction

• Consumer Behaviour is one of the most instigating
  areas in marketing research
• Identify how and why consumers behave in
  consumption experiences
• Food Consumer Research (Redkar and Bose, 2003
  Grunert, 1996 Sijtsema et al.,2002 Olsen, 2003)
  
• Understanding the heterogeneity of consumers
  choices
• Capturing the dynamics of food market
• Selecting the appropriate marketing tools
• Determining cost-effective marketing strategy and
  resource allocation

3
World largest beef exporters in 2004
Abiec, 2005 FAO, 2005
1.900.000 Ton 59 more tan 2004
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Emotion

• Hot topic (OShaughnessy and OShaughnessy, 2003
  Simonson et al. (2001)
• Emotion in consumption experience Holbrook and
  Hirschman, 1982 1989, 1992 Westbrook, 1987
  Westbrook and Oliver, 1991 Bagozzi,
• appraisal theories see Arnoud, 1960 Frijda,
  1986 Lazarus, 1984, 1991 Orthony, Clore and
  Collings, 1988 Roseman, 1991 1982, 1984, 1988
  Smith and Ellsworth, 1985 (cognitive evaluation)
• Controversial version Zajonc, 1980, 1985 Izard,
  1977

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Emotions

• Johnson-Lair and Oatley, 2000
• Basic Innate and common to many societies
  (happiness, sadness, anger, fear)
• Object-oriented related to a known object
  (attachment and disgust) and manifested by
  attraction and repulsion, for example
• Complex Elaboration of both types (shame, envy)
• Cognitive Factor may vary across culture
  and individuals

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Measures

• Dimensional view
• Emotions share some common dimensions
• Pleasure-Arousal-Dominance scale (PAD) - Russell
  and Mehrabian (1977)
• Self Assessment Manikin (SAM) -Lang (1985)
• Categorical view
• Group of basic emotions will determine the other
  emotions
• Bi-dimensional Positive and negative
• Differential Emotions Scale (DES) - Izard (1977)
  critics 7 negatives and 2 positives

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Measures

• PANAS (Positive Affect Negative Affect Scales) -
  Watson, Clark and Tellegen (1988)
• Mano and Oliver (1993)
• Brasil Costa (2003) Espinoza (2004)
• Richins (1997) Consumption Emotions Set (CES)
  
• Based on Shaver et al. (1987), Storm and Storm
  (1987) and others
• Brasil Arruda (2002)
• Laros and Steenkamp (2004) a hierarchy of
  consumer emotions

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Consumption Emotions Set (CES) Richins, 1997
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Laros and Steenkamp (2004)
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Emotions and Food

• Study of emotions growing
• Special interest from agribusiness researchers
  (Laros and Steenkamp, 2004)
• Food regarded as a commodity in the past
• Since the 80s one of the growing areas in
  Sociology
• Neglected for many years Sociological view
  (Germov and Williams, 1999 Mennell et al., 1992)
• From the pre-historical hunter to the gourmet
  continuum linking food, tradition, culture,
  education, learning, economy, religion, society
  and affect.

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Emotions in the beef communication
sectorHolbrook and Batra, 1987 Burke and Edell,
1989 Batra and Holbrook, 1990 Edson Escalas and
Stern, 2003
www.carlsjr.com/home
www.uruguaymeat.gub.uy
www.redmeat-feelgood.au
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• Nelore Natural

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http//www.sic.org.br/english/
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Involvement

• Antecedents Bloch and Richins (1983) Houston
  and Rothschield (1978) Zaichkowsky (1986)
• Personal importance, interest, values, needs
• Object differentiation, communication
• Situationalpurchase/use and occasion
• Involvement
• With products, advertisements and purchase
  decisions
• Situational or Enduring (Houston and Rothschild,
  1977)
• Development of involvement measures 80s (Bloch,
  1981 Zaichkowsky, 1985 Laurent and Kapferer,
  1985 Jain and Srinivasan, 1990)

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Measures

• Personal Involvement Inventory PII
• Zaichkowsky (1985) Unidimensional
• Involvement Profile IP
• Laurent and Kapferer (1985) Multidimensional
• Relevance (perceived importance)
• Perceived risk ----- Risk Analysis (WUR,
  Illinois GMO/BSE)
• Probability of risk
• Symbolic value
• Hedonic value (pleasure and affect)
• McQuarrie and Munson, 1986, 1992 Higie and
  Feick, 1988 Jenson et al., 1988 Jain and
  Srinivasan, 1990

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Involvement in food studies

• Consumer Involvement with food has been
  considered low (Zaichkowsky, 1987 Laurent and
  Kapferer, 1985 Bolfing, 1988),
• Results are promising Marshall and Bell, 2004
  McCarthy and Henson, 2004 Nelson, 2004 Brunso
  et al., 2004 Verbeke and Vackier, 2004 Eastburn
  and Morrison, 2004)
• Segment beef consumers based on their involvement
  (Verbeke and Vackier, 2004 Data from 2001,
  Belgium consumers)

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Culture

• Hofstede (1980, 1991)
• Power Distance Index (PDI)
• Individualism (IDV)
• Masculinity (MAS)
• Uncertainty Avoidance Index (UAI)
• Long-Term Orientation (LTO)
• Schwartz (1994, 1997)
• Steenkamp (2001)
• country's culture has long been identified as a
  key environmental characteristic underlying
  systematic differences in behavior. Cultural
  norms and beliefs are powerful forces shaping
  people's perceptions, dispositions, and behaviors
  (Markus and Kitayama, 1991)

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Culture and Food Consumption

• Culture Different food consumption pattern
  (Valli and Trail, 2004 Cervellon and Dubé, 2004
  Bech-Larsen and Grunert, 2003 Verbeke, 2005
  Otterloo, 2002 Barnés et al.,2003 and Bredhal,
  2001 Osinga and Hofstede, 2004
• Barcellos, 2002 and Buso, 2003, for a comparison
  across consumers Porto Alegre and São Paulo

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Attitude

• ..is a disposition to respond favorably or
  unfavorably to an object, person, institution or
  event
• Evaluative nature positive or negative
• Multidimensional construct
• Cognition (beliefs)
• Affect (evaluations and feelings) - Emotions
• Conation (intentions and actions)
• Fishbein and Ajzen (1985) Ajzen (1988)
  Rosenberg and Hovland (1960)

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Attitudes Models

• Tripartite Model
• Attitudes are affective, cognitive and behavioral
  responses toward an object (Rosenberg and
  Hovland, 1960)
• Theory of Reasoned Action (TRA)
• A persons behavior is determined by her/his
  intention to perform the behavior and this
  intention is determined by her/his attitude and
  subjective norms (Ajzen and Fishbein, 1980)
• Theory of Planned Behavior (TPB) Ajzen and
  Fishbein, 1985
• Extension of TRA Perceived Behavioral Control
  (PBC) when the individual doesnt have the
  completely control over the behavior

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H6 Classical relation attitude - behaviour
Theory of Planned Behavior, Ajzen (1985)
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Proposed Model (Barcellos and van der Lans -
Lekker Beef Model)
Ag Interdisciplinary
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Objectives

• To investigate whether consumers feel emotions in
  beef purchase or consumption occasions (daily or
  special)
• To measure and to identify consumers emotions
  felt during beef purchase or consumption
  occasions, verifying their frequency
• To measure consumers involvement degree
  (situational and enduring) with beef, verifying
  if the construct acts like a moderator or
  explanation variable
• To investigate relationships between prior
  experience, subjective norms, attitude, culture
  and involvement in beef purchase or consumption,
  based on a consumer survey across Brazilians,
  Europeans and Australians consumers
• Verify how consumers subjective norms and
  attitudes towards beef are influenced by culture,
  involvement during beef purchase or consumption
  experience, analyzing the relationships between
  the constructs.
• Identity how beef consumer behaviour intentions
  are affected by prior knowledge, attitude,
  involvement and culture.
• To develop a theory capable of identifying how
  the emotional appeals to consumer can be used in
  the beef market positioning, based on the
  consumers' culture, attitude and involvement
  degree with the product.

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Method

• First Stage exploratory and qualitative
• In depth interviews with beef consumers, experts,
  scholars and community's members
• Brazil 6 experts, 4 consumers
• Nederland 6 consumers, 2 beef chain agents
  (Sovvb and Stichting Promotie Kalfsvlees)

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Stages

• Second Stage
• Survey using a standardized questionnaire
  inorder to test the theoretical model proposed
• Data collection August
• Amersfoort - The Netherlands MCB/WUR
• Edinburgh Scotland QMS/MLC/Fordel Angus
• Armidale -New South Wales - Australia MSG/UNE
• Porto Alegre and São Paulo Brazil - CEPA/UFRGS
• The sample will be composed by 200 beef consumers
  at each location
• Personal interview
• Structural Equation Modeling (SEM) (Jöreskog and
  Sörbom, 1996, 2001 Diamantopoulos and Siguaw,
  2000 Steenkamp and Baumgartner, 2000)
• Software AMOS 4.0 SPSS

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Preliminary Results Qualitative

• Brazilian Consumers
• High involvement in special occasions barbecue
• Barbecue masculine issue, although women are
  starting to interest (courses, special equipments
  - )
• Gaucho cultural influences on emotions pride,
  joy
• They believe to feel more emotions towards beef
  than consumers from other countries (in general).
  Some remembered Uruguayan and Argentinean
  consumers
• Positive attitude towards beef
• Strong subjective norm influence
• Brazilian Experts
• Brazilians are involved in beef issues
• Consumers have a strong cultural influence
• Traditional food in the country
• Will experience many emotions, but not all
  described in CES Scale

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Preliminary Results Qualitative

• Dutch Consumers
• Most have a different pattern for beef choice and
  purchase when they have special occasions
• One didnt show any interest in meat in general
  I dont change anything. If I have guests, they
  will eat what I usually eat. I dont mind much
  about meat
• Fish is considered very easy to prepare
• Beef is expensive
• Most of women choose beef and meat for barbecue
  men just prepare it
• Willing to pay more for quality
• One consumer refuses to buy beef from England My
  husband doesnt allow me subjective norm
• Dutch Experts
• They believe Dutch consumers are not so involved
  They are very objective and price oriented
• Beef is expensive and quality is not so high
  (breeds utilized crossed with Holsteins)
• Consumers can feel worried, afraid, because
  of MCD
• In steakhouses, quality is associated with
  Argentinean Steak and they feel joy, happiness,
  satisfaction (positive

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• Theoretical contributions
• Practical contributions

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39
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Thank you!