7. Psychophysics and the Issue of Price/Value

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch7

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Psychophysics and the Issue of Price/Value, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch7

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • psychophysics and issue of price/value;
  • relation between purchase intent and price and product quality;
  • dynamics of pricing in food business;
  • dollars and Delis—the bulk Turkey problem;
  • psychophysical Turkey model for liking and price;
  • coping with increasing ingredient price through psychophysics;
  • cereals, boxes, weights, and perceptions;
  • analyzing cereal box data by regression modeling;
  • cost-coping strategies;
  • psychophysics on shelf and psychophysics in the bowl


This chapter contains sections titled:

  • Introduction

  • What We Know about the Dynamics of

  • Pricing in the Food Business

  • Dollars and Delis—The Bulk Turkey Problem

  • Creating the Psychophysical Turkey Model for Liking and Price

  • Summing Up

  • Coping with Increasing Ingredient Price through Psychophysics

  • Cereals, Boxes, Weights, and Perceptions

  • Doing the Psychophysical Experiment

  • Analyzing the Cereal Box Data by Regression Modeling

  • What Do We Learn about the Different Cost - Coping Strategies?

  • Summing Up

  • Changing the Size of the Package—Psychophysics on the Shelf and Psychophysics in the Bowl

  • Guidance and Insights from Classical Psychophysics

  • Unleashing Psychophysics—The Canned Stew Experiment

  • Summing Up

  • Further Reading