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Narichika Isoda,Yuko Yamashita 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study addresses the problem caused by unhealthy = tasty intuition (UTI) when positioning innovative new categories of food products. Our research on Japanese consumers’ choice of soy meat hamburgers shows that UTI formed by the old category influences choices in the new product category.