MAR Seminar by Sophie Hieke

Drivers of choice

2018.05.01 | Merete Elmann

Date Tue 08 May
Time 13:00 14:00
Location Room 2628-M303, Department of Management, Aarhus BSS, Aarhus University

Tuesday, 8 May at 13:00 in room 2628-M303, Sophie Hieke will give a seminar entitled

Drivers of choice

Everyone is welcome!


A joint study between the European Food Information Council and MAPP Centre (Prof Klaus Grunert) has looked at what motivates consumers in Europe to make their food product choices. The five-country study (UK, IT, FR, PL and Turkey) employed laddering interviews followed by a quantitative online survey to investigate drivers of choice for a number of product categories, both food and drink. Results show interesting country differences in the role of individual products for consumers’ values and belief systems but also more general tendencies with regards to food as part of our daily life. Aspects such as involvement with food are used to explain potential cultural differences.