Simultane Konzept- und Produktentwicklung bei Nahrungs- und Genußmitteln
von H.-P. Volkmer (2003)
1. Einleitung
2. Begriff der Produkterwartung
3. Theorien zur Erklärung des Einflusses von Produkterwartungen auf die Produktbeurteilung
3.1 Theorie der kognitiven Dissonanz
3.2 Assimilationstheorie
3.3 Kontrasttheorie
3.4 Assimilations-Kontrast-Theorie
4. Empirische Untersuchung
4.1 Ziele und Hintergrund der Untersuchung
4.2 Methodik der Untersuchung
4.3 Experimentelle Designs
4.4 Abhängige Variablen (AV)
4.5 Rahmenbedingungen der Untersuchungsdurchführung und Auswahl der Stichprobe
4.6 Variablenoperationalisierung
4.6.1 Produktblindtest
4.6.2 Konzepttest
4.6.3 Volltest
4.7 Ergebnisse
4.7.1 Produktblindtest
4.7.2 Konzepttest
4.7.3 Volltest
4.7.4 Effekte über alle Teststufen
5. Implikationen für Forschung und Praxis
Literatur
Zusammenfassung/Summary
Summary
If a consumer tries a new product for the first time, the expectations for the product are frequently of decisive importance for the assessment. Different theories, which are relevant for the explanation of expectation effects (theory of cognitive dissonance, assimilation theory, assimilation-contrast theory), are discussed critically in the first part.An empirical study was conducted with the aim of illustrating the advantages of simultaneous concept and product development by presenting examples. According to a three-stage test protocol, 120 subjects were administered a blind test and requested to make judgments about chocolate formulations. Then, they reported their expectations with respect to eight different types of chocolate packaging. In a concluding full test, different combinations of the previously tested formulations and packaging types were again systematically selected and rated holistically.
Analysis of the expectation effects was performed on an aggregated level for determining concept-product fits. This process particularly highlighted the implications for practical implementation in developing new products. The results imply a trend towards confirmation of the assimilation theory. Significant contrast effects could not be demonstrated.