The purpose of this paper is to test for gender-specific effects on odor-induced taste enhancement and subsequent food consumption in olfactory food marketing.
Abstract
Purpose
The purpose of this paper is to test for gender-specific effects on odor-induced taste enhancement and subsequent food consumption in olfactory food marketing.
Design/methodology/approach
Lab experiments conducted among female and male participants using vanillin as a stimulus and ratings of sweetness, taste pleasantness and eating of sugar-free food as measures.
Findings
Odor-induced taste enhancement is gender-specific. Female consumers outperform male consumers in olfactory reaction and sweetness perception. While men outperform women in food consumption.
Research limitations/implications
Odor intensity was set to the concentration level of 0.00005per cent according to the findings from (Fujimaru and Lim, 2013). The authors believe that this intensity level is appropriate for both men and women. Still, there may be some gender effects on intensity levels, which are not explored here. The author’s test for the effects of one personal factor, gender and odor-induced taste enhancement of sugar-free food. The authors think that investigating the combined effects of more personal factors such as age, culture and so on adds to the accuracy of the results.
Practical implications
It seems that the stronger sensory capacities of women in terms of odor detection and recognition already confirmed in the literature extends to the cross-modal effects of this sensory detection and recognition on taste enhancement. It seems appropriate to tailor olfactory food advertising according to the gender of the target audience.
Originality/value
Odor-induced taste enhancement is still a novel subject in marketing. While most of the research has investigated the effects of smelling congruent odors on taste perception and food consumption among mixed groups of men and women, the value of this paper lies in the investigation of the potential moderating effects of gender on this relationship.
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This study aims to assess Japanese patients' healthcare service quality perceptions and to shed light on the most meaningful service features. It follows‐up a study published in…
Abstract
Purpose
This study aims to assess Japanese patients' healthcare service quality perceptions and to shed light on the most meaningful service features. It follows‐up a study published in IJHCQA Vol. 21 No. 7.
Design/methodology/approach
Through a non‐linear approach, the study relied on the scatter model to detect healthcare service features' importance in forming overall quality judgment.
Findings
Japanese patients perceive healthcare services through a linear compensatory process. Features related to technical quality and staff behavior compensate for each other to decide service quality.
Research limitations/implications
A limitation of the study is the limited sample size. Non‐linear approaches could help researchers to better understand patients' healthcare service quality perceptions. The study highlights a need to adopt an evolution that enhances technical quality and medical practices in Japanese healthcare settings.
Originality/value
The study relies on a non‐linear approach to assess patient overall quality perceptions in order to enrich knowledge. Furthermore, the research is conducted in Japan where healthcare marketing studies are scarce owing to cultural and language barriers. Japanese culture and healthcare system characteristics are used to explain and interpret the results.
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Min Zhang, Lu Wang, Ran Wang and Jingjing Xiong
In the mobile internet era, the path and mechanism of hospital patient-perceived quality have been changed radically. The purpose of this study is to develop a scale that…
Abstract
Purpose
In the mobile internet era, the path and mechanism of hospital patient-perceived quality have been changed radically. The purpose of this study is to develop a scale that adequately captures the characteristics of hospital service quality from the patient’s perspective under the background of the mobile internet.
Design/methodology/approach
Based on previous related research and interviews with focus groups, this paper conceptualized, constructed, refined and tested a multiple-item scale that examined key dimensions of hospital process service quality in the mobile context. To validate this scale, data were collected through two formal surveys in Chinese hospitals and were used to test the reliability and validity of the instrument.
Findings
The final measurement scale contains three dimensions, that is, environment conditions, attitude and behavior and technical convenience. With the help of this quality scale, hospital managers could have a better understanding of patients’ expectations under the new condition and pinpoint appropriate initiatives to fill the service gap.
Originality/value
This study focuses on service quality measurement issues related to the application of mobile internet technology in traditional clinical settings, such as hospitals. This paper develops an original and specific service quality scale that catches the online and offline characteristics of the hospital process in the mobile setting and considers both human-technology interaction and human-human interaction.