CONSUMERS' LIKING TOWARD ROASTED CHESTNUTS FROM FRESH AND FROZEN NUTS. INFLUENCE OF PSYCHO-SOCIAL FACTORS AND FAMILIARITY WITH PRODUCT

Abstract

Three types of roasted chestnuts were obtained by roasting fresh nuts, by roasting frozen nuts or by heating pre-roasted and frozen nuts. A consumer expectation and liking test was carried out on roasted chestnuts in absence of information about the product processing (blind test), and after information was given (labelled test). Before the test, a questionnaire was presented and demographic and psychographic data were collected. In the blind test consumers expressed the same liking score toward roasted chestnuts from fresh and frozen nuts and a lower preference score toward heated chestnuts from pre-roasted and frozen nuts. A negative disconfirmation of the expectation (products worse than expected) was observed for roasted chestnuts from fresh fruits (traditional products) whilst a positive disconfirmation (products better than expected) for non traditional products. The information on the type of product enhanced the liking toward the traditional product (positive assimilation) and depleted the liking toward non traditional products (negative assimilation). The tendency of chestnut consumers to deplete their liking toward non-traditional products is less than that to enhance it toward the traditional product. The expectations and liking toward both traditional and non-traditional products were positively correlated to consumer age. Younger consumer showed a lower assimilation for roasted chestnuts from frozen nuts only. The product knowledge was negatively correlated to the liking of roasted chestnuts from frozen nuts and the attitude toward innovation was positively correlated to the expectations and the assimilation of information toward non traditional products.