21. Highlights and Insights from the It! Studies: Crave It! and Eurocrave

  1. Howard R. Moskowitz Ph.D. President1,
  2. Sebastiano Porretta Ph.D.2 and
  3. Matthias Silcher M.A.3

Published Online: 28 JAN 2008

DOI: 10.1002/9780470290132.ch21

Concept Research in Food Product Design and Development

Concept Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Porretta, S. and Silcher, M. (2005) Highlights and Insights from the It! Studies: Crave It! and Eurocrave, in Concept Research in Food Product Design and Development, Blackwell Publishing, Oxford, UK. doi: 10.1002/9780470290132.ch21

Author Information

  1. 1

    Moskowitz Jacobs Inc., White Plains, New York, USA

  2. 2

    Experimental Station for the Food Preservation Industry Parma, Italy

  3. 3

    Moskowitz Jacobs Inc.

Publication History

  1. Published Online: 28 JAN 2008
  2. Published Print: 10 FEB 2005

ISBN Information

Print ISBN: 9780813824246

Online ISBN: 9780470290132

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Keywords:

  • food acceptance;
  • cross-product studies;
  • consumer behaviour;
  • product description;
  • consumption rates

Summary

This chapter contains sections titled:

  • Introduction

  • What Are the Components of the Heightened Desired Food Experience?

  • What Drives the Craving Experience Overall for the Entire Population?

  • How Often Do Consumers Crave Food and What Impact Does Frequency Have on Craveability?

  • Using the Crave It! Database to Understand the Key Attributes of a Food

  • Day Part and Craveability

  • Mind-set Segments and Experiences

  • Creating Innovation Using the Crave It! Study

  • Porting the It! Approach Beyond the United States: The Eurocrave! Database

  • Using the Eurocrave Database for a Cross-country Comparison of Cola

  • Issues and Opportunities in Large-scale Databases Such as Crave It! and Eurocrave