Health and taste attitudes in the prediction of use frequency and choice between less healthy and more healthy snacks

Health and Taste Attitude scales developed by Roininen, L?hteenm?ki and Tuorila, (1999). Quantification of consumer attitudes to health and hedonic characteristics of foods. Appetite, in press, were used in predicting choices among a `healthyʹ (apple) or an `unhealthyʹ (chocolate bar) food for a snack. A total of 144 respondents (15¯60 years, mean 32 years of age) first completed Health and Taste Attitude questionnaires and then chose a snack (apple or chocolate bar) as a reward for their participation; these choices were recorded. In the second part of the study 1 week later, the respondents first chose a snack (an apple or chocolate bar) and then rated the pleasantness, healthiness, and use frequency of the snacks. The reported mean use frequency of apples was higher than that of chocolate bar, while in the choice task, subjects chose the chocolate bar more frequently. General health interest and Craving for sweet foods were good predictors of choices in the simple behavioral task and self-reported use frequencies of the products. Furthermore, Light product interest predicted choices and Using food as a reward predicted the frequency of use. In conclusion, several Health and Taste sub-scales proved to be useful in segmenting consumers.