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Emotional Determinants of Snack Consumption by Polish Consumers

Ewa Jerzyk
Ewa Jerzyk
, 
Mirosława Kaczmarek
Mirosława Kaczmarek
, 
Dobrosława Mruk-Tomczak
Dobrosława Mruk-Tomczak
 oraz 
Natalia Gluza
Natalia Gluza
   | 25 cze 2024
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Article Category: Research Article
Data publikacji: 25 cze 2024
Zakres stron: 46 - 67
Otrzymano: 04 wrz 2023
Przyjęty: 10 kwi 2024
DOI: https://doi.org/10.2478/minib-2024-0009
Słowa kluczowe
© 2024 Ewa Jerzyk et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Snack consumption and taste and valence of emotions
Snack consumption and taste and valence of emotions

Figure 2.

Cluster profiles of snack consumers influenced by emotions
Cluster profiles of snack consumers influenced by emotions

Negative emotions and the desire to eat snacks (salty/sweet)

Segment x̄ (σ) Statistical verification
WE NE PE BE
Negative emotion Salty snacks (chips, snacks, crackers, and pretzels) 2.45 (0.852) 2.21 (0.741) 2.47 (0.892) 2.14 (0.667) H=11.451; p<0.003
Sweet snacks (cookies, chocolates, sweets, ice cream, candy bars) 2.66 (0.894) 2.53 (0.755) 2.63 (0.844) 2.36 (0.684) F=3.743; p<0.11

Consumer characteristics divided into segments: WE, NE, PE, BE

Segment x̄ (σ) Statistical verification
WE NE PE BE
Financial situation Assessment of financial situation 2.38 (0.886) 2.24 (0.720) 2.44 (0.729) 2.42 (0.730) F=3.480; p=0.016
Health status Assessment of overall health status 2.42 (0.931) 2.46 (0.813) 2.63 (0.805) 2.67 (0.833) F=3.356; p=0.019
Change in weight 2.39 (0.638) 2.15 (0.655) 1.97 (0.683) 2.06 (0.612) F=7.086; p<0.001
BMI 2.58 (0.564) 2.49 (0.556) 2.38 (0.569) 2.474 (0.574) F=1.914; p=0.126
Assessment of physical activity 2.68 (1.093) 2.55 (1.017) 2.61 (1.022) 2.56 (1.048) F=0.454; p=0.714

Structure of the research sample

Number (%)
Total 707 (100.0)
Gender
  Female 373 52.76
  Male 334 47.24
Age
  18–29 128 18.10
  30–39 134 18.95
  40–49 127 17.96
  50–59 101 14.29
  60+ 217 30.96
Education
  Primary 43 6.08
  Basic vocational 1023 14.43
  Secondary 304 43.00
  Higher 258 36.49
Place of residence
Village 268 37.91
  A town with up to 10,000 inhabitants 45 6.36
  City from 10,000 to 20,000 inhabitants 46 6.51
  City from 20,000 to 50,000 inhabitants 82 11.60
  City from 50,000 to 100,000 inhabitants 60 8.49
  City from 100,000 to 200,000 inhabitants 61 8.63
  City over 200,000 inhabitants 145 20.51
Assessment of financial situation
  Very bad 13 1.84
  Bad 55 7.78
  Average 358 50.64
  Good 254 35.93
  Very good 27 8.82
Assessment of overall health status
  Bad 9 1.27
  Rather bad 75 10.61
  Neither good nor bad 217 30.69
  Rather good 350 49.50
  Good 56 7.92
Assessment of physical activity
  No activity 125 17.68
  Very weak 192 27.16
  Moderate 273 38.61
  High 93 13.15
  Very high 24 3.39
Change in weight
  Decreased 110 15.56
  Remained unchanged 390 55.16
  Increased 207 29.28
BMI
  Below normal 23 3.25
  Normal 320 45.26
  Above normal 364 51.49

Emocional determinants of increased consumption are divided into segments: WE, NE, PE, BE.

Segment x̄ (σ)
WE NE PE BE
Emotional states Negative Sad 6.89 (1.528) 5.46 (1.247) 2.45 (1.463) 3.34 (1.320)
Bored 6.72 (1.477) 5.32 (1.274) 3.51 (2.150) 4.32 (1.537)
Angry 6.80 (1.778) 5.23 (1.196) 2.46 (1.388) 3.29 (1.454)
Anxious 6.80 (1.824) 5.16 (1.273) 2.66 (1.478) 3.31 (1.350)
Frustrated 6.81 (1.577) 5.35 (1.271) 2.62 (1.466) 3.23 (1.281)
Tired 6.35 (1.863) 4.65 (1277) 3.44 (1.964) 3.26 (1.588)
Depressed 7.05 (1.640) 5.34 (1.366) 2.53 (1.493) 3.27 (1.340)
Scared 6.35 (1.919) 4.68 (1.358) 2.16 (1.393) 2.66 (1.279)
Lonely 6.95 (1.595) 5.45 (1.246) 3.23 (2.101) 3.95 (1.678)
Positive Self-satisfied 6.49 (1.411) 5.03 (1.044) 7.12 (1.398) 5.10 (1.159)
Happy 6.81 (1.460) 4.99 (1.098) 7.76 (0.982) 4.94 (1.251)
Relaxed 6.51 (1.436) 5.01 (1.078) 7.32 (1.320) 5.08 (1.132)
Cheerful 6.79 (1372) 5.01 (1.052) 7.34 (1.298) 4.92 (1.276)
Enthusiastic 7.02 (1.263) 4.91 (1.045) 6.71 (1.606) 4.75 (1.240)
n (%) 85 (12.02%) 375 (53.04%) 93 (13.15%) 154 (21.78%)

Positive emotions and the desire to eat snacks (salty/sweet)

Segment x̄ (σ) Statistical verification
WE NE PE BE
Positive emotion Salty snacks (chips, snacks, crackers, and pretzels) 2.40 (0.819) 2.13 (0.737) 2.58 (0.889) 2.15 (0.703) H=24.067; p<0.001
Sweet snacks (cookies, chocolates, sweets, ice cream, candy bars) 2.65 (0.812) 2.41 (0.728) 2.77 (0.782) 2.37 (0.732) H=19.659; p<0.001
eISSN:
2353-8414
Język:
Angielski
Częstotliwość wydawania:
4 razy w roku
Dziedziny czasopisma:
Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Key Competences in Scholarly Research
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