Credence and the effect on consumer liking of food – A review

• Credence plays an increasingly important role in modern food marketing.
• Studies describing the effects of credence on consumers’ liking of food are reviewed.
• A conceptual model of perceived quality as affected by credence is presented.
• Seven credence categories covered by the literature from 2003 to 2012 are identified.
• Theoretical and methodological implications of the research findings are discussed.

Credence characteristics play an important role in the modern food marketing system. Consumers’ food choices are increasingly influenced by credence cues, as other links of trust and direct relations with the producers have vanished within the globalised food system. Labels and information signalling credence are thus important search attributes.While credence cues cannot be accurately evaluated by consumers, the expectations they generate have an effect on consumers’ perceived quality and sensory experiences. This paper reviews relevant literature from the period 2003–2012 and summarises research concerning the effect of credence cues on consumers’ hedonic liking of food. A conceptual model based on a framework of consumers’ quality perception process is presented and applied. Seven main categories of credence characteristics can be identified in the literature: (a) health; (b) organic food; (c) origin; (d) brand; (e) production methods; (f) ethics; and (g) descriptive food names and ingredients. Theoretical and practical limitations and possible trajectories to future research are discussed.