Papers by GAELLE PANTIN-SOHIER
The Effect of Ingredient Images on Baby Food Packaging on Healthiness Perception, Tastiness, Attitude, and Purchase Intention: An Abstract
Developments in marketing science: proceedings of the Academy of Marketing Science, 2022
HAL (Le Centre pour la Communication Scientifique Directe), Feb 24, 2020
In recent years the microalga spirulina has attracted attention due to its high nutritional value... more In recent years the microalga spirulina has attracted attention due to its high nutritional value and ability to be cultivated with little impact on the environment. It could be developed in agrifood industries, but a significant obstacle to its development is a lack of consumer knowledge. Is spirulina perceived as a food? What images does it convey? Previous research has evaluated the production parameters of spirulina and its medicinal effects, but little is known about consumers' views of spirulina and the widespread acceptability of this product. Here, representations and perceptions of spirulina by consumers of organic foods were explored. Four focus groups provided insights from both consumers and non-consumers of spirulina, and the discussions were analyzed using thematic and lexical analyses. Our results are presented in the context of well-known behavioral theories in order to explain the patterns of representation and consumption that we observed. Overall, this study highlighted distinct differences in consumers' knowledge and product experience. Two general representations of spirulina were prevalent, those of a dietary supplement and of a seaweed, with the latter image presenting an obstacle to its adoption because of its discordance with traditional French cuisine. The motives for and obstacles to consuming spirulina helped subjects identify tradeoffs; the main tradeoff reported was between its nutritional/health benefits and its distasteful sensory properties. The subjects in this study also expressed conflicting views about spirulina's environmental impacts. Based on our results, we propose strategies to increase the potential use of spirulina as a food by French consumers.
Is my baby's snack of good quality? Effect of the ingredient images size on the front of packaging
Concreteness level of insect representation on insect food packagings and its effect on product preference and evaluation
HAL (Le Centre pour la Communication Scientifique Directe), Jun 12, 2022
HAL (Le Centre pour la Communication Scientifique Directe), Feb 24, 2020
In recent years the microalga spirulina has attracted attention due to its high nutritional value... more In recent years the microalga spirulina has attracted attention due to its high nutritional value and ability to be cultivated with little impact on the environment. It could be developed in agrifood industries, but a significant obstacle to its development is a lack of consumer knowledge. Is spirulina perceived as a food? What images does it convey? Previous research has evaluated the production parameters of spirulina and its medicinal effects, but little is known about consumers' views of spirulina and the widespread acceptability of this product. Here, representations and perceptions of spirulina by consumers of organic foods were explored. Four focus groups provided insights from both consumers and non-consumers of spirulina, and the discussions were analyzed using thematic and lexical analyses. Our results are presented in the context of well-known behavioral theories in order to explain the patterns of representation and consumption that we observed. Overall, this study highlighted distinct differences in consumers' knowledge and product experience. Two general representations of spirulina were prevalent, those of a dietary supplement and of a seaweed, with the latter image presenting an obstacle to its adoption because of its discordance with traditional French cuisine. The motives for and obstacles to consuming spirulina helped subjects identify tradeoffs; the main tradeoff reported was between its nutritional/health benefits and its distasteful sensory properties. The subjects in this study also expressed conflicting views about spirulina's environmental impacts. Based on our results, we propose strategies to increase the potential use of spirulina as a food by French consumers.
Big is more: ingredient size bias perception on product evaluation
HAL (Le Centre pour la Communication Scientifique Directe), Jan 20, 2022
Journal of Retailing and Consumer Services, 2019
Packaging design as a medium for brand communication has a strong impact on the point-of-purchase... more Packaging design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging design influences brand perception. Although many studies have investigated the impact of design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in package design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a package design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication.
Evaluation d’un nouveau produit alimentaire : le rôle de la congruence et du packaging
HAL (Le Centre pour la Communication Scientifique Directe), 2011
Flower Design and Brand Personality: How Does Consumer Personality Moderate the Link?
HAL (Le Centre pour la Communication Scientifique Directe), Jan 17, 2019
Product design, through its sensory attributes, plays a major role in product perceptions and its... more Product design, through its sensory attributes, plays a major role in product perceptions and its understanding by consumers. It conveys rich symbolic associations and contributes to shape brand image and its personality traits. A flower is a singular product, expressive and particularly evocative by its design. Flowers can be conceptualized as brands possessing humanlike traits. An experiment on two flower varieties, tulips and roses, with 509 people, shows that shape (pointed or rounded petals) and brightness (pink for the light color or purple for the dark color) influence a flower brand's personality. Sincerity, excitement and ruggedness are associated with tulips; sophistication is linked to roses. Dark colors and sharp forms are related to competence and excitement. Then, the human personality accentuates dominant traits identified, agreeableness dimension in particular. The results confirm the power of design to shape consumer perceptions and the strong link between consumer profile and brand personality.
The Impact of Informational Stimuli from a New Drinck Product on Consumers' Affective and Cognitive Reactions
Recherche et applications en marketing, Mar 1, 2012
“Do you eat insects?” Acceptance of insects as food by children
Journal of Consumer Marketing, Jul 15, 2022
Purpose While recent academic research on entomophagy has predominantly focused on adults, the pu... more Purpose While recent academic research on entomophagy has predominantly focused on adults, the purpose of this child-centred research is to obtain a better understanding of young consumer acceptance of insect-based foods. Design/methodology/approach Two qualitative studies were conducted with a total of 43 French children aged 8–13 years. Study 1 (n = 22), based on semi-directive interviews, and Study 2 (n = 21), based on focus groups, included projective techniques and exposure to different types of insect-based products to help children express their feelings and thoughts. Findings The evidence shows that in Western children’s minds, insects are considered as culturally non-edible. Children predominantly reject insects as food because of their sensory properties and the disgust they arouse. However, their interest in eating insect-based food is embedded within experiential contexts specific to childhood, in particular the peer group, which makes insect-eating fun and challenging, and the family, which offers a protective and reassuring setting. Practical implications The authors advocate changing children’s sensory perception of insect-eating food through sensory and participatory activities. Manufacturers and policymakers should also draw on children’s peer culture to associate insect-eating with positive social experiences and foster peer influence. Originality/value Drawing on cognitive psychology theories and the literature in food science on food rejection, the authors contribute to emerging consumer research on alternative food consumption (AFC) focusing on cognitive, emotional and social factors of acceptance or rejection of insect-based foods by children.
Askip ça se mange les insectes ? Représentations et niveau d’acceptation de l’entomophagie chez les adolescents
HAL (Le Centre pour la Communication Scientifique Directe), May 18, 2022
RePEc: Research Papers in Economics, 2015
La publicité libère-t-elle la femme ? ou l’impact des stéréotypes de rôle sur les effets sociaux et l’attitude envers la marque
International audienc
HAL (Le Centre pour la Communication Scientifique Directe), Nov 19, 2021
L'endossement des célébrités par les marques de luxe s'étend désormais à des célébrités quelque p... more L'endossement des célébrités par les marques de luxe s'étend désormais à des célébrités quelque peu inattendues au vu de l'histoire de ces marques et de leurs égéries. Historiquement tournées vers des stars du grand écran, des mannequins, ou des sportifs, les marques de luxe se dirigent aujourd'hui aussi vers des stars des réseaux sociaux et du monde de la musique, rap notamment. Dans ce contexte perturbé, notre recherche vise à apporter une réflexion sur l'utilisation d'égéries incongruentes par les marques de luxe et sur l'impact de ces nouveaux endosseurs sur la perception de la personnalité. A ce titre, nous menons une expérimentation intra-sujets (condition neutre vs condition incongruente) en utilisant des artistes rap-Kaaris et Eddy De Pretto-associés à des marques de luxe, respectivement Dior et Hermès. Nos résultats montrent que l'incongruence joue un rôle important à travers la perception de la personnalité de la marque en modifiant significativement quatre de ses cinq dimensions.
HAL (Le Centre pour la Communication Scientifique Directe), Nov 15, 2021
HAL (Le Centre pour la Communication Scientifique Directe), 2020
de l'article Le végétal d'ornement occupe une place de choix dans nos vies. En l'offrant, en le r... more de l'article Le végétal d'ornement occupe une place de choix dans nos vies. En l'offrant, en le regardant grandir ou encore en le soignant, nous nouons avec lui une relation émotionnelle. Cependant, depuis quelques années, la filière horticole française doit faire face à des difficultés économiques. L'innovation apparaît alors comme une solution afin d'atteindre de nouvelles niches de marché pour améliorer la compétitivité des entreprises nationales. En premier lieu, il semble essentiel de comprendre la manière dont l'innovation est perçue par le consommateur dans le secteur du végétal d'ornement mais aussi de recueillir ses attentes. Pour ce faire, dans cette étude exploratoire, nous avons créé et administré un questionnaire en ligne auprès de 54 participants. Les résultats montrent que selon que l'innovation touche aux attributs intrinsèques ou extrinsèques de la plante, sa perception par le consommateur est différente. De plus, les attentes des consommateurs semblent principalement dirigées autour d'innovations variétales (plantes à usage, dimension esthétique) mais aussi sur des produits pouvant les aider à entretenir mieux ou plus facilement la plante (non nécessité de 1 Remerciements et financements : ce travail est réalisé dans le cadre du projet DEXinnov cofinancé par le Ministère de l'Agriculture et de l'Alimentation, l'interprofession VAL'HOR et l'ANRT. Le projet s'inscrit dans l'Unité Mixte Technologique STRATège dont l'un des objectifs est de développer de nouvelles connaissances sur le comportement des consommateurs de végétaux d'ornement.
Effect of insect-based products packaging design on consumers' emotional perceptions: a cross-cultural approach
L'objectif de cette recherche est d'etudier le role des cigarettes dissuasives (dissuasio... more L'objectif de cette recherche est d'etudier le role des cigarettes dissuasives (dissuasion activee via la couleur, un message sanitaire et un pictogramme) sur les perceptions et comportements tabagiques des jeunes (15-25 ans). Les resultats montrent que les variables explorees (couleur verte ou marron, degre de couleur, inscription « fumer tue » et pictogramme « tete de mort ») impactent les representations negatives du produit (dangerosite), alterent l'image du fumeur, reduisent le plaisir de fumer et les intentions tabagiques.
This article examines the role of texture's physical properties symbolic information in the p... more This article examines the role of texture's physical properties symbolic information in the process of attributing meaning to the product and the brand. We have used three packaging textures for two product categories, chocolate and coffee: a texture whose surface properties do not carry symbolic information, and two others whose surface properties bear a gendered symbolic dimension, feminin or masculin. So, we study the impact on beliefs, perceived quality, gendered dimensions of brand personality, attitude and purchase intention in two contexts, visual and visual-haptic. We also study the mediating role of pleasantness for packaging texture on these links. This research provides a first empirical validation of the role of packaging symbolic texture information on product and brand judgment and the mediating role of pleasantness.
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Papers by GAELLE PANTIN-SOHIER