Attitudinal Moderation of Correlation between Food Liking and Consumption

Abstract

This paper focuses on the degree of correlation between food liking and consumption and proposes the degree of correspondence between affective and cognitive aspects of liking and consumption as moderators of this correlation. In a close-response questionnaire, 103 young females (average age of 20) indicated their liking for and consumption of 12 non-alcoholic cold beverages. They also indicated their level of agreement with affective and cognitive statements associated with each beverage as well as the affective or cognitive statement that was representative of their attitude toward each beverage. Even though there are affective and cognitive bases of both liking and consumption, the affective basis dominates liking whereas the cognitive basis dominates consumption for most beverage categories. Separate analyses conducted at the level of individual subjects and of individual beverage categories both revealed that those cases in which the attitude basis for liking and consumption showed the highest correspondence, also manifested the highest liking–consumption correlation. Results are discussed with regard to health promotion and food marketing strategies.