The influence of test situation and satisfaction with preparation on evaluation and intention to consume a new seafood product

Abstract

Purpose

The general purpose of this paper is to investigate how a newly developed burger made of seafood is perceived in different test situations. In addition, the influence of satisfaction with preparation on the evaluative outcome is explored.

Design/methodology/approach

Data were collected from two different test situations; a home use test, and a canteen test among young Spanish consumers. Multiple measures of the constructs were used to test for construct reliability, validity and measurement invariance in two different consumption situations. The data were analysed by LISREL and ANOVA.

Findings

No differences in attitudes and intention to consume the fish burger are found for the different test situations. However, satisfaction with preparation did have a significant impact on evaluation and intention in the home situation, even though perceived preparation skill is the same.

Originality/value

This paper contributes to the existing literature on how different test locations influence product evaluation. First, methodologically, it uses multiple measures of the key dependent variables, attitude and intention, and tests for validity, reliability, and measurement invariance to approach survey context effects in different test situations. Second, theoretically, the paper also shows how the impact of satisfaction with the preparation can influence evaluation and intention to consume a new product in a home test situation.

Citation

Heide, M., Ottar Olsen, S. and Calvo Dopico, D. (2010), "The influence of test situation and satisfaction with preparation on evaluation and intention to consume a new seafood product", British Food Journal, Vol. 112 No. 7, pp. 763-774. https://doi.org/10.1108/00070701011058280