Impact of Product Familiarity on Beef Quality Perception
Article first published online: 27 MAR 2012
© 2012 Wiley Periodicals, Inc.
Volume 28, Issue 2, pages 157–172, Spring 2012
How to Cite
Banović, M., Fontes, M. A., Barreira, M. M. and Grunert, K. G. (2012), Impact of Product Familiarity on Beef Quality Perception. Agribusiness, 28: 157–172. doi: 10.1002/agr.21290
- Issue published online: 16 APR 2012
- Article first published online: 27 MAR 2012
This study examines the use of intrinsic and extrinsic cues in beef quality perception at the point of purchase and upon consumption by consumers with varying levels of familiarity with a particular beef product. High-familiarity consumers tend to use the color of the meat to assess beef quality, whereas low-familiarity consumers tend to believe that the brand is the most valid cue for assessing beef quality. However, due to the lack of consistency in sensory beef quality, high-familiarity consumers’ ability to form quality expectations that are predictive of their quality experience is no better than that of low-familiarity consumers.