Abstract
ABSTRACT Hispanics and non‐Hispanics Americans participated in four sets of studies dealing with health‐oriented foods, with the goal to identify how they respond to food categories relevant in any cuisine. Each study comprised a conjoint analysis using 36 elements followed by a self‐profiling questionnaire to learn more about Hispanic and non‐Hispanic food responses to concepts for four different product categories (morning bread, bottled water, healthful salad dressing and popcorn as a snack). The study identified patterns of preference of marketing statements in the areas of health information, sensory characteristics, emotional benefits and endorsements. Conjoint utility values generated by both Hispanics and non‐Hispanic respondents correlated highly, suggesting that their food attitudes are quite similar for“non‐signature”products despite the differences in their original cuisines.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
