This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Adams, C. R. Articles by Thompson, L. D. Search for Related Content Social Bookmarking                   What's this?

Social Acceptability’s Role in an Expanded Rational Expectations Model of Intention to Consume an Innovative Meat Product in a Restaurant Setting

Texas Tech University, cadams{at}hs.ttu.edu

Linda C. Hoover

Texas Tech University, lhoover{at}hs.ttu.edu

Dennis B. Arnett

University of Texas at San Antonio

Leslie D. Thompson

Texas Tech University, lthompson{at}asft.ttu.edu

American consumers expect variety in their food choices and dining experiences. Marketers and producers are using innovation to keep pace with consumers’ desires for new and unusual food items. Exotic game such as emu offers consumers new experiences and variety in their meat choices. Past research has indicated social acceptability may be an important component in marketing these new innovative meat products. This investigation used Sapp’s expanded rational expectations intention model, a depiction of Ajzen and Fishbein’s theory of reasoned action, to investigate consumers’ intentions to try an innovative meat product in a restaurant setting. The expanded model added social acceptability and knowledge as additional constructs to Ajzen and Fishbein’s rational expectations model. Social acceptability had significant causal path estimates for attitude, subjective norm, and intention. This study is further confirmation of social acceptability as a possible new addition to Ajzen and Fishbein’s theory.

Key Words: social acceptability • rational expectations model • innovation • exotic game • emu

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?