Intersubjectivity and Food Purchasing: Modeling the Intent to Buy

Main Article Content

Philippe Fauquet- Alekhine
Elena Fauquet-Alekhine- Pavlovskaia
James A. K. Erskine

Abstract

Aims: A previous study showed that Intersubjectivity Theory could explain how consumers could appreciate a food product when looking at the packaging and reading the brand. Two samples of subjects, English and French consumers, were individually presented first with a foreign language food product and then with a native language food product. Their reaction and perception were analyzed in the light of Intersubjectivity theory.

However, the main limitation of the previous study addressed the psychosocial value carried by the foreign products: the product presented to French subjects had a sexual connotation and not this for the English. The present study intended to analyze this potential bias.

Study Design: For the present study, a new sample of English subjects were individually presented with a foreign language food product having a sexual connotation. Reactions and perceptions were analyzed applying the protocol of the previous study and results were compared in order to analyze the aforementioned potential bias.

Place and Duration of Study: Subjects were individually met in London in 2019 for the experiment.

Methodology: Subjects were selected as in the previous study: volunteer, healthy adults, native English language (N=20, 60% male, average age: 35 years old, middle class). Their spontaneous reaction was observed and they had to fill in the questionnaire addressing intersubjective perspectives regarding the product. Answers were ticked on a Likert scale and data were compared with that of the previous study.

Results: The results confirmed the previous study: the comparison of the percentage of responses per questions and of the mean scores showed no significant difference between previous and current studies. This showed that no bias was induced by the psychosocial value carried by the foreign product.

Conclusion: The model developed on the basis of Intersubjectivity Theory explains the process of intent to buy in terms of positive coherence between the intersubjective dimensions. It also shows that analyzing the consumers’ direct perception of the product does not predict their intent to buy. These findings are of great importance for food producers and marketers.

Keywords:
Brand, marketing, intersubjectivity, intent to buy

Article Details

How to Cite
Alekhine, P. F.-, Pavlovskaia, E. F.-A.-, & Erskine, J. A. K. (2020). Intersubjectivity and Food Purchasing: Modeling the Intent to Buy. Journal of Economics, Management and Trade, 26(5), 69-78. https://doi.org/10.9734/jemt/2020/v26i530257
Section
Original Research Article

References

Fauquet-Alekhine Ph, Fauquet-Alekhine-Pavlovskaia E. Foreign migration of brands discussed under the light of intersubjectivity perspective: Illustration with a case of food products. British Journal of Economics, Management & Trade. 2016;15(4):1-22. Article n°. BJEMT. 29292.

Fauquet-Alekhine P, Fauquet-Alekhine-Pavlovskaia E. Linguistic false friends and expected food markets: What can make consumers not choose your product? Proceedings of the XIIIth Congress of the European Association of Agricultural Economists. EAAE ETH Zurich – Switzerland; 2011.

Available:http://hayka-kultura.org/images/EAAE2011.pdf

Roy S. Brand failures: A consumer perspective to formulate a MNC entry strategy. ROLL # 55 BMD 96-98. Dissertation for Postgraduate Diploma in Business Management, XLRI Jamshedpur; 1998.

Mead GH. The mechanism of social consciousness. The Journal of Philosophy, Psychology and Scientific Methods. 1912; 9(15):401-406.

Mead GH. The social self. The Journal of Philosophy, Psychology and Scientific Methods. 1913;10(14):374-380.

Ichheiser G. Structure and dynamics of interpersonal relations. American sociological review. 1943:302-305.

Gillespie A. The intersubjective dynamic of trust, distrust and manipulation, In Markova I, Gillespie A, Valsiner J, editors. Trust and Distrust: Sociocultural Perspectives, Charlotte (NC): Information Age Publishing. 2007;273-289.

Fauquet-Alekhine Ph, Lahlou S. Performance and collaborative activity: Contribution of intersubjectivity theory. Cognition, Work & Technology; 2020. (Article in press).

Savage M, Devine F, Cunningham N, Taylor M, Li Y, Hjellbrekke J, Le Roux B, Friedman S, Miles A. A new model of social class? Findings from the BBC’s Great British Class Survey Experiment. Sociology. 2013;47(2):219-250.

Lau GT, Lee SH. Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management. 1999; 4(4):341-370.

Boehl T. Linguistic issues and literacy barriers in nutrition. Journal of the American Dietetic Association. 2007; 107(3):380-383.

Gounaris S, Stathakopoulos V. Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management. 2004;11(4):283-306.

Khan H, Lee R. Does packaging influence taste and quality perceptions across varying consumer demographics? Food Quality and Preference; 2020. Article n° 103932.

Peschel AO, Orquin JL, Loose SM. Increasing consumers' attention capture and food choice through bottom-up effects. Appetite. 2019;132:1-7