Consumer perceptions of satiety-related snack food decision making.

The aim of this study is to gain more insight into how consumers’ perceptions of the satiety value of snack products influence their choice of such products and to get a better understanding of consumer terminology and perceptions about product-related satiety. Participants were asked to indicate their individual product choice in response to a scenario. Scenarios varied as a between-subject factor in terms of whether information on the time gap till the next meal occasion (favorite main dish) was provided or not, and whether this meal would be eaten after one hour or four hours. To get a better understanding of consumer terminology a repertory grid task was used to elicit consumer attributes relating to satiety. This research shows that, when consumers are confronted with situations that vary in satiety requirements, they do not make significantly different snack products choices. But they do have specific ideas about the product features that influence the perceived satiety level of a product. Products perceived as fat, high in protein, with a savory taste and in one piece are expected to have a higher level of satiety compared to sweet products and products that exist of multiple small items.