October 2008

This paper introduces a new type of study that combines self-profile of behaviors and attitudes regarding food together with responses to structured, systematically varied concepts about the food. We deal here with the responses of teens, for 28 different foods and beverages. The study creates a database which reveals how a person responds to different types of messaging about the food. We show how to develop the database for many different foods, from which one can compare foods to each other, or compare the performance of messages within a specific food.

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