Saher Marieke, Arvola Anne, Lindeman Marjaana, Lähteenmäki Liisa
VTT Biotechnology, P.O. Box 1500, FIN-02044 VTT, Finland.
Appetite. 2004 Feb;42(1):79-89. doi: 10.1016/j.appet.2003.07.002.
Functional foods provide a new way of expressing healthiness in food choices. The objective of this study was to apply an indirect measure to explore what kind of impressions people form of users of functional foods. Respondents (n=350) received one of eight versions of a shopping list and rated the buyer of the foods on 66 bipolar attributes on 7-point scales. The shopping lists had either healthy or neutral background items, conventional or functional target items and the buyer was described either as a 40-year-old woman or man. The attribute ratings revealed three factors: disciplined, innovative and gentle. Buyers with healthy background items were perceived as more disciplined than those having neutral items on the list, users of functional foods were rated as more disciplined than users of conventional target items only when the background list consisted of neutral items. Buyers of functional foods were regarded as more innovative and less gentle, but gender affected the ratings on gentle dimension. The impressions of functional food users clearly differ from those formed of users of conventional foods with a healthy image. The shopping list method performed well as an indirect method, but further studies are required to test its feasibility in measuring other food-related impressions.
功能性食品为在食物选择中体现健康提供了一种新方式。本研究的目的是应用一种间接测量方法，以探究人们对功能性食品使用者形成何种印象。受访者（n = 350）收到八份购物清单版本中的一份，并根据66个双极属性在7分制量表上对食品购买者进行评分。购物清单上既有健康的或中性的背景商品，也有传统的或功能性的目标商品，且购买者被描述为40岁的女性或男性。属性评分揭示了三个因素：自律、创新和温和。与清单上有中性商品的购买者相比，拥有健康背景商品的购买者被认为更自律；只有当背景清单为中性商品时，功能性食品使用者才被评为比传统目标商品使用者更自律。功能性食品购买者被认为更具创新性且不那么温和，但性别会影响在温和维度上的评分。功能性食品使用者给人的印象明显不同于那些具有健康形象的传统食品使用者。购物清单法作为一种间接方法效果良好，但需要进一步研究以测试其在测量其他与食品相关印象方面的可行性。
