Marino Bonaiuto
[email protected]
Dipartimento di Psicologia dei processi di sviluppo e socializzazione – macroarea B
CIRPA – Centro Interuniversitario di Ricerca in Psicologia Ambientale
Food Reputation Map
Theoretical background
A person’s reputation is a general evaluation of
one person qualities by the community of other
persons (Emler, 1990). Corporate reputation is a
general evaluation of an organization by its
stakeholder (van Riel & Fombrun, 2007).
Food reputation is an evaluation (beliefs,
attitudes) made by people on food and its
agentivity, i.e., an evaluation by people on food
consequences on: individuals (body, psychology,
communication) and context (environment,
culture, economy; Bonaiuto et al., 2013).
Research project aims
- To define of food reputation in a multidimensional
way;
- To build a multidimensional tool for the
quantitative and reliable measurement of food
reputation;
- To experimentally verify the impact of certain
dimensions of food reputation on food
consumption decisions.
Experiment
To study the effects of label’s food product
description (high vs. low presence of some
reputational features) on food products choice (N
= 118)
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1. Main effect of the food reputation attribute on consumer choices
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Food Reputation Map examples
Validation of measure instrument and scales for each
reputational indicator and for different food and
product categories
5. Food Reputation Map comparisons between different food categories
2. Effect of interaction between the food reputation attribute and the
decision-making phase on consumer choices
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Table 1
Qualitative analysis
10 individual interview
to experts; 10 focus
groups; definition of 44
specific parameters
grouped in 8 general
parameters of food
reputation
Correlational research
Survey: 249 item
measuring food
reputation for the
general category of
“food” (N = 661).
Definition of 23 food
reputation specific
indicators grouped in 6
synthetic indicators of
food reputation
(Table 1)
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Food Reputation Indicators
item
alpha
1. ESSENCE
1.1 Composition
1.2 Genuinity
1.3 Duration
1.4 Recognisability
8
11
4
8
.80
.87
.72
.79
2. CULTURAL
EFFECTS
2.1 Territorial identity
2.2 Tradition
2.3 Familiarity
2.4 Innovation
7
6
5
5
.86
.79
.74
.57
3. ECONOMIC
EFFECTS
3.1 Context
3.2 Price
3.3 Preparation
10
6
4
.83
.80
.70
8
.88
6
5
4
.82
.76
.87
4
8
5
.69
.81
.73
12
.89
4
8
.84
.81
6
6
.82
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3. Effect of interaction between the food reputation attribute and the
product on consumer choices
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4. ENVIRONMENTAL
EFFECTS
4.1 Social/Env.
Responsibility
4.2 Traceability
4.3 Proximity
4.4 Safety
5. PHYSIOLOGICAL
EFFECTS
5.1 Ability to satisy
5.2 Lightness
5.3 Body Weight
6. PSYCHOLOGICAL
EFFECTS
6.1 Organoleptic
perception
6.2 Personal memory
6.3 Psycho/phisical
wellbeing
6.4 Conviviality
6.5 Group
Belongingness
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6. Food Reputation Map comparison on Vegetables for different
stakeholders (high/low Body Mass Index)
4. Hierarchical modular structure of the Food Reputation Map:
a) an example of a hypothetical indicator
b) an example of a real indicator
Marino Bonaiuto Full Professor in Social Psychology at Department of Developmental and
Social Psychology (Faculty of Medicine and Psychology)-Sapienza University of Rome.
CIRPA director. President master in Psychology of communication and marketing. Board
member PhD in Department. Scientific Societies: AIP (Associazione Italiana Psicologia,
sezione Psicologia sociale); IAPS (International Association People-environment Studies);
IAAP (International Association of Applied Psychology); EASP (European Association Social
Psychology); EAWOP (European Association Work Organizational Psychology); Reputation
Institute; ISGS (International Society Gesture Studies). Visiting Professor in Universities
abroad; referee for scientific journals; referee for research grants funded by many bodies.
Coordinator of scientific research units in public national (PRIN, University and Research
Ministry) or international (6th & 7th FP EU) grants; and in research projects funded by private
companies; over 200 publications and over 150 contributions in scientific congresses.
Member of chartered Psychologists Lazio region, consultant within environmental and
architectural psychology; work and organizational psychology; verbal, bodily and
organizational communication. Expert collaborator for press and broadcast radio/TV.
Food Reputation Map launch
Final version presentation and applications
Rome – Thursday 6 April 2014 at 10,30 a.m.
Sala del Tempio di Adriano – Piazza di Pietra
RSVP Cantiere di Comunicazione
02.87383180; [email protected]
Elenco dei componenti del progetto di ricerca
Marino Bonaiuto
Flavia Bonaiuto
Mirilia Bonnes
Pierluigi Caddeo
Giuseppe Carrus
Lavinia Cicero
Francesca CIni
Stefano De Dominicis
Ferdinando Fornara
Uberta Ganucci Cancellieri
Barbara Maroni
Irene Petruccelli
Valentina Tassone
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