An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers’ evaluations of fish.

Lawley, M., Birch, D. and Hamblin, D., 2012. An exploratory study into the role and interplay of intrinsic and extrinsic cues in Australian consumers’ evaluations of fish. Australasian Marketing Journal, 20 (4), 260 - 267.

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DOI: 10.1016/j.ausmj.2012.05.014

Abstract

This study explores the role and interplay of intrinsic and extrinsic cues when evaluating fish quality and in shaping consumers' attitudes toward fish consumption. A sensory analysis of nine different fish including five variants of barramundi was conducted to determine how consumers evaluated the fish on intrinsic cues. Focus groups were then conducted to explore the impact of extrinsic cues on attitudes and purchase intentions. While the sensory analysis revealed distinct differences between barramundi variants on intrinsic cues (notably taste), the focus groups revealed that, as a brand, barramundi is perceived much more favourably and consistently. Consumers used extrinsic cues, particularly country of origin, as surrogate indicators of quality. Aquaculture producers need to ensure intrinsic product quality and consistency, as while consumers use the extrinsic cue of "Australian grown" as a surrogate indicator of quality, as their familiarity and confidence with seafood grows, this overreliance on extrinsic cues may diminish.

Item Type:Article
ISSN:1441-3582
Uncontrolled Keywords:Extrinsic cues; Aquaculture; Fish consumption; Intrinsic cues; Seafood; Sensory analysis; Country of origin
Subjects:UNSPECIFIED
Group:Business School
ID Code:23526
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:10 May 2016 10:45
Last Modified:10 May 2016 10:45

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