Hamlin Robert
Department of Marketing, University of Otago, PO Box 56, Dunedin 9001, New Zealand.
Meat Sci. 2016 Jul;117:97-107. doi: 10.1016/j.meatsci.2016.02.038. Epub 2016 Mar 2.
Consumer attitudes towards meat can be divided up into two types: Functional attitudes which are stable and exist over long periods of time, and constructive attitudes which are ephemeral and usually constructed at the point of sale. This research investigated the temporal and situational stability of meat consumers' attitudes by using the same established functional, multidimensional attitude instrument to generate attitude profiles for the four meat types: chicken/beef/lamb/poultry both as an abstracted construct and as a cue on a range of meat and meat-based products. The results showed that strong attitude profile was generated by the meat types as abstracted constructs, but that this profile broke down completely when the food products carrying the same meat types were evaluated. This result indicates that consumer attitudes may not be temporally or situationally stable, which in turn suggests that consumers' evaluation and choice of meat products may be driven to a greater or lesser extent by constructive rather than functional attitudes.
一是功能性态度，这种态度较为稳定，长期存在；二是建构性态度，这种态度短暂易逝，通常在购买点形成。本研究通过使用相同的既定功能性多维态度工具，针对四种肉类（鸡肉/牛肉/羊肉/禽肉）生成态度概况，以此来探究肉类消费者态度在时间和情境上的稳定性，这些概况既作为抽象概念，也作为一系列肉类及肉类制品的提示。结果表明，作为抽象概念的肉类类型能产生强烈的态度概况，但在评估带有相同肉类类型的食品时，这种概况就会完全瓦解。这一结果表明，消费者的态度在时间或情境上可能并不稳定，这进而意味着消费者对肉类产品的评估和选择可能在较大或较小程度上受到建构性态度而非功能性态度的驱动。
