Delicious words – Assessing the impact of short storytelling messages on consumer preferences for variations of a new processed meat product

• We conducted an online choice experiment for a new processed meat product.
• Storytelling messages were presented between-subjects to convey product attributes.
• Variety- and stimulation seeking respondents showed higher preference for the product.
• Storytelling increased preference among respondents who were less positive otherwise.

Continuous food product improvements require communication that induces consumers to test the new products. The paper presents an experiment that investigated the characteristics of consumers who reacted positively to variations of a new meat product, and explores the effect of short storytelling messages on choice. 1087 Danish consumers were presented with binary choice sets consisting of conventional and new variations of a cubed ham product; half of the respondents in addition saw short storytelling messages. It was found that while some consumers – especially those characterized by values related to stimulation seeking and hedonism and with a tendency towards variety seeking – reacted positively to the new product, others were less interested. The introduction of elements of storytelling, however, had a favorable effect on choice for the segment previously less interested. Thus, the results suggest that consumers who otherwise were not open for the new food product became more positive when storytelling was introduced.