Browsing by Subject "consumer preferences"

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Open Access
Assessing Consumer Preferences for Seafood Products in a North Carolinian Community-Supported Fishery
(2023-04-28) Perdana, Rayner
In recent years, Community Supported Fisheries (CSFs) have gained prominence in the North American seafood industry, with Walking Fish CSF in North Carolina being one of the pioneering efforts. However, due to the relatively recent introduction of CSFs, little is known about consumer preferences for seafood products within this sector. This project aims to investigate and compare the preferences of Walking Fish members and the general public for seafood products within the North Carolinian context. The findings reveal that Walking Fish members exhibit a stronger preference for wild-caught seafood products over farmed products compared to the general public, with the exception of bivalves (oysters and clams) and blue crabs. Moreover, Walking Fish customers attach greater importance to specific attributes such as taste, environmental benefits, and freshness when it comes to wild-caught products in comparison to the general public. The study concludes with a discussion on the implications of consumer preferences for the future development of CSFs, such as Walking Fish.
Open Access
How Should I Think About It?: Perceived Suitability and the Resolution of Simultaneous Conflicting Preferences
(2007-08-08) Bond, Samuel
Consumers often face conflict between what "makes sense" and what "feels right" - between logical analysis and intuition. This dissertation focuses on the means by which such conflict is resolved. Extending dual-process models of judgment, we suggest that consumers often select a processing output based on their assessment regarding the appropriateness of experiential (system-1) and analytical (system-2) responses. Specifically, we propose distinct mechanisms that affect the weighting of experiential versus analytical outputs by influencing the perceived suitability of each processing mode, and we test these mechanisms in a series of experimental studies. In order to demonstrate the broad applicability of our framework, these studies investigate numerous domains in which the 'head' and 'gut' produce opposing responses, employ diverse manipulations of perceived suitability, and utilize multiple judgment and evaluation measures.The dissertation is organized in three chapters. Chapter One provides an overview of dual-systems theories and introduces the notion of simultaneous conflicting preferences. In addition, the chapter describes our conceptualization of perceived suitability as a metacognitive construct and lays out a model by which this construct influences the resolution of conflicting preferences. Chapter Two presents six empirical studies spanning a number of paradigms relevant to consumer behavior and social cognition. As an initial demonstration, Studies 1-2 utilized a semantic priming task to manipulate representations of experiential and analytical processing, and then tested the effects of this manipulation in a game of chance pitting a logically superior option against one that was perceptually appealing. Studies 3-6 expanded our model to situations involving conflict between implicit and explicit brand attitudes. Three of these studies (3, 5, and 6) tested the proposition that prior-formed, 'implicit' attitudes will affect even overt preferences to the extent that experiential processing is deemed suitable to the evaluation task. The other (Study 4) identified various decision characteristics that may affect the perceived suitability of each processing mode in real-world decisions. Chapter Three concludes the dissertation by reviewing the evidence for our conceptual model and discussing both theoretical and practical contributions of the question "How should I think about it?" in situations pitting instincts against reason.