Tuorila H, Pangborn R M
Department of Food Science and Technology, University of California, Davis.
Appetite. 1988 Oct;11(2):81-95. doi: 10.1016/s0195-6663(88)80008-4.
A total of 100 American females (mean age = 20.8 years) completed a questionnaire, in which their beliefs, evaluations, liking and consumption (frequency, consumption compared to others, intention to consume) of milk, cheese, ice cream, chocolate and "high-fat foods" were measured. For the design and analysis, the basic frame of reference was the Fishbein-Ajzen model of reasoned action, but the final analyses were carried out with stepwise multiple regression analysis. In addition to the components of the Fishbein-Ajzen model, beliefs and evaluations were used as independent variables. On the average, subjects reported liking all the products but not "high-fat foods", and thought that milk and cheese were "good for you" whereas the remaining items were "bad for you". Principal component analysis for beliefs revealed factors related to pleasantness/benefit aspects, to health and weight concern and to the "functionality" of the foods. In stepwise multiple regression analyses, liking was the predominant predictor of reported consumption for all the foods, but various belief factors, particularly those related to concern with weight, also significantly predicted consumption. Social factors played only a minor role. The multiple R's of the predictive functions varied from 0.49 to 0.74. The fact that all four foods studied elicited individual sets of beliefs and belief structures, and that none of them was rated similar to the generic "high-fat foods", emphasizes that consumers attach meaning to integrated food entities rather than to ingredients.
共有100名美国女性（平均年龄20.8岁）完成了一份问卷，其中测量了她们对牛奶、奶酪、冰淇淋、巧克力和“高脂肪食品”的信念、评价、喜好和消费情况（频率、与他人相比的消费量、消费意愿）。在设计和分析方面，基本参考框架是菲什拜因 - 阿杰恩理性行动模型，但最终分析采用逐步多元回归分析。除了菲什拜因 - 阿杰恩模型的组成部分外，信念和评价被用作自变量。平均而言，受试者表示喜欢所有产品，但不喜欢“高脂肪食品”，并认为牛奶和奶酪“对你有好处”，而其余产品“对你有害”。信念的主成分分析揭示了与愉悦感/益处方面、健康和体重关注以及食品“功能性”相关的因素。在逐步多元回归分析中，喜好是所有食品报告消费量的主要预测因素，但各种信念因素，特别是与体重关注相关的因素，也显著预测了消费量。社会因素只起了次要作用。预测函数的复相关系数在0.49至0.74之间。所研究的四种食品都引发了各自的信念和信念结构集，而且没有一种被评为与一般的“高脂肪食品”相似，这一事实强调消费者赋予完整食品实体而非成分以意义。
