Impact of product information on consumers´choice for dog food

Abstract

This paper provides a unique insight into the key role of the impact of product information factors and the their interaction. Through a factorial design the impact of dog food aroma (natu- ral/artificial) in combination with claim (health/taste) on dog food experience was explored in Experiment 1. Another experiment examined the impacts of factors combinations (dog’s response /claim) on consumers’ choice. Using rating data on dependent variables, a Mixed-effects model was performed. The results show that: 1) Expected liking was found to be significant among 4 products in Experiment 2; and 2) Claims are suggested to moderate the impact of factors aroma and dog reaction videos, in terms of willingness to pay.