Mapp – Annual report 2008 - 2009 www.mapp.asb.

dk
1

Annual report 08-09

MAPP – Centre for research
on customer relations
in the food sector
Annual report Healthy eating:
08-09 A public policy
challenge and
a commercial
opportunity

This annual report presents highlights of the research carried

out at MAPP in 2008 and 2009. Leafing through the report you
will see that, in addition to traditional MAPP research topics, i.e.
consumer product perception and decision-making with a view
to application in new product development, another area has
gained momentum: healthy eating. Healthy eating is, as every-
one knows, a major public policy challenge. While the evidence
of the negative effects of an unhealthy diet is clear and abun-
dant, suggestions for dealing with the problem are not.

Consumer behaviour in the area of healthy eating is complex

and obscure. Attempts at explanations in the social sciences
range from economic treatments arguing that an unhealthy
diet may be the rational choice for some people all the way to
experimental investigations showing what and how people eat is
subject to environmental influences that consumers are not even
aware of. This is an area where social science research really
can make a difference, and not only to the advantage of public
policy.

Healthy eating is also a commercial opportunity for the food

industry. Many consumers would like to eat more healthily
but find it hard to do so for a whole range of reasons – trade-
offs with other quality parameters (especially taste and family
liking), perceived lack of convenience, negative social signalling,
lack of credibility of health claims, lack of information about
what is healthy and what is not. Food producers breaking the
code of successfully building healthiness into food products
that will attract consumers will have a basis for developing a
sustainable competitive advantage in a growing market.

www.mapp.asb.dk At MAPP we hope to be able to take up the public policy chal-

lenge as well as to exploit the commercial opportunity. Our
experience in doing research on consumer perception of food
quality and on consumer technology acceptance has provided a
sound platform for dealing with the issues of healthy eating. We
have also profited from our recent investments in innovative,
non-verbal social science methodologies, which are especially
fruitful in this area – with social desirability issues.

I hope you will enjoy reading our annual report.

Klaus G. Grunert
Director of MAPP
Mapp – Annual report 2008 - 2009 www.mapp.asb.dk
3

Contents

4 Parents forget to listen to their children’s stomachs

6 The quality of potatoes

7 Consumer acceptance of food products processed by high-pressure

processing and pulsed electric field

8 What can be done to make nutrition labelling work?

9 Product development and branding of Danish beef

10 The market potential of omega-3 enriched foods

11 MAPP workshops and conferences 2008-2009

12 List of MAPP project participation

13 Researchers and administrative staff

14 Publications and other dissemination 2008-2009

4 Mapp – Annual report 2008 - 2009
Parents forget to listen to their
children’s stomachs
Children should eat healthy in-be-tween
meals. New research, however, shows that
parents don’t understand their children’s
preferences. They forget that healthy in-
between meals must also taste good and be
cool.
Together with, among others, the Danish
Cancer Society, the Danish Agricultural
Council, Agrova Food and Arla Foods,
MAPP took part in the cross-disciplinary
research project “Breaking down barriers
for healthier eating by consumer-led prod-
uct development”. The overall objective was
to study barriers of healthier eating and to
develop and test healthy in-between meals.
After having conducted three focus groups
to gain insight into children’s consumption
of snacks and in-between meals, we develo-
ped four children-friendly prototypes to the
Danish market. Subsequently, we tested
two cheese and bread stick concepts (one
containing chilli cheese) as well as two fruit
and vegetable concepts (pineapple sticks
and mini-carrots).
We conducted a test in three shopping
malls in three large Danish cities (Copen-
hagen, Aarhus and Odense). Here 658 pa-
rent-child dyads were recruited for a survey
and a taste experiment. The children’s age
ranged from 11 to 16 years.
Our results showed a surprisingly poor congruence be-
tween children’s and parents’ overall quality
expectations
An innovative study design was applied in
order to explore the extent of congruence
between parents’ and children’s quality
assessments and how improved parental
knowledge of children’s quality assessments
may affect parents’ willingness to pay for
such products. Focus group results had in-
dicated that parents buy and pay for in-be-
tween meals. This led to a five-stage study
design imitating the dyadic family decision
process when buying in-between meals.
Firstly, the parents were interviewed
about their quality expectations, while the
children were occupied elsewhere so they
would not be influenced by the parent’s
perceptions. Secondly, parents observed
- but were not allowed to interrupt - while
their children were interviewed about
their expectations. Then parents were
asked to state their willingness to pay for
the product. Afterwards the children were
asked to taste the product. Finally, parents’
willingness to pay was measured again so as
to account for the influence of the children’s
perceptions.
Our results showed a surprisingly poor
congruence between children’s and parents’
overall quality expectations. In addition,
children were much better than their
parents at predicting whether they liked
the concepts. Further analyses revealed
that this difference could be explained by
www.mapp.asb.dk
children and parents emphasising different
aspects of new in-between meals. Parents’
beliefs about the concepts’ healthiness was
the single most important quality aspect
when evaluating the concepts, with taste
barely playing any role. Contrary to this,
healthiness did not have a significant effect
on children’s overall quality expectations,
whereas taste and social dimensions (cool,
able to share, portion size) had the largest
effects.
Our results imply that both parents and
children should be involved in the product
development process. Excluding one part
of the dyad may result in product failure
due to the incongruence between quality
aspects emphasised as well as the different
roles the family members play. Parents
pay for the product, but their children eat
or reject it. Society may also benefit from
parent-child dialogue about taste, since this
may promote healthy eating.
Contact
Assistant professor
Birger Boutrup Jensen
bbo@asb.dk
6 Mapp – Annual report 2008 - 2009
The quality of potatoes
Potatoes were introduced in Denmark in
the 17th century and slowly they became an
integral part of Danish cookery.
Consumption of potatoes has declined
steadily over the last 30 years. Potatoes are
sometimes considered boring and trouble-
some to prepare and many consumers find
alternatives such as rice and pasta more
exotic and convenient than potatoes.
In the project “Gourmet potatoes: The
roots of wellness and healthiness” MAPP
has studied how the quality of potatoes is
negotiated and constructed in interactions
between actors along the food chain. We
interviewed plant breeders, potato growers,
agricultural consultants, traders, proces-
sors, retailers and consumers in order to
analyse what they understand by quality
when it comes to potatoes, how they work
with quality in their day-to-day operations
and how they collaborate with other actors
on quality issues.
Our study indicates that although the
various actors basically agree about the
main quality dimensions of potatoes, there
are significant opportunities for improving
trust and cooperation between the different
links in the potato chain in order to develop
and market high-quality potatoes.
Currently, it is difficult for actors in the po-
tato sector to find common ground and to
coordinate activities due to lack of trust and
short-termism. Most actors at the grower
and packaging plant levels are afraid that
their colleagues will act opportunistically
and reap the benefits if they divulge sensiti-
ve information or launch generic marketing
activities designed to improve the image of
the potato and increase overall consumption
levels. Hence, it is often difficult to develop
close relationships between growers and
packaging plants and to coordinate activi-
ties.
One important explanation given for the
lack of trust and cooperation in the potato
sector is surplus capacity, particularly at the
packaging level. Because many growers and
packers are focused on selling everything
they produce (almost regardless of price),
retailers are able to pit actors against each
other to achieve lower prices. Therefore, it
is difficult to make money in this sector.
Retailers are to some extent vilified by
some of the other actors, who suggest the
retailers know too little about potatoes,
are only interested in low prices and are
unfaithful in the sense that they will switch
suppliers for even small gains in prices. The
handling of potatoes in stores, in particular,
is considered a major problem by other
www.mapp.asb.dk
Rather than thinking about
how many potatoes they can
grow or process, growers,
packers and retailers should
think more about how they
can collaborate to create
value for consumers.
actors who lament that retailers display
potatoes under conditions that are detri-
mental to their quality. More specifically,
other actors complain that retailers subject
potatoes to too bright light and store them
in an environment that is too hot. Heat and
light are both detrimental to the quality of
potatoes. Therefore it is argued by some
grower and packers – that consumers too
often buy potatoes of a lower quality than
necessary.
Some of this finger-pointing masks a lack
of self-reflection on behalf of growers and
packers who according to other infor-
mants are too focused on producing large
quantities, not the quality of potatoes they
produce. Rather than thinking about how
many potatoes they can grow or process,
growers, packers and retailers should think
more about how they can collaborate to
create value for consumers.
The project was carried out in collabora-
tion with The Department of Food Science,
Aarhus University and the Faculty of Life
Sciences, Copenhagen University and was
funded by The Danish Council for Strategic
Research.
Contact
Associate professor
Lars Esbjerg
lae@asb.dk
Mapp – Annual report 2008 - 2009
Consumer acceptance of food
products processed by high-pressure
processing and pulsed electric field
New products and new processing
techniques are continuously developed in
the food industry. While food scientists may
focus on the technical novelty and applaud
the progress of science, consumers are
often conservative and sceptical towards
changes.
Experience with gene modification and
irradiation proves that the advantage of a
new processing technology does not neces-
sarily guarantee the success of a product
in the marketplace. Previous research has
shown that consumer acceptance depends
on whether they perceive specific benefits
associated with the product. Accordingly,
to identify factors that influence consumer
acceptance is important for market success.
Conventional processing techniques, like
pasteurization, fail to keep the fresh charac-
teristics close to those of the raw material
for foods of plant origin (taste, smell, tex-
ture, healthy ingredients). New treatments
that extend shelf-life without compromising
these attributes are therefore developed.
Two of these treatments are high pressure
processing (HPP) and pulsed electric fields
(PEF). Do consumers accept food exposed
to these new treatments?
For the past three years MAPP has partici-
pated in the EU project “Novel processing
methods for the production and distributi-
on of high-quality and safe foods” in which
www.mapp.asb.dk
we have studied consumer acceptance of
foods processed by high-pressure proces-
sing and pulsed electric field.
Specifically we have studied consumers’
acceptance of apple juice treated with the
novel processing techniques, and compared
the results with consumer acceptance of
pasteurized and fresh apple juice. The study
took place in four European countries: Nor-
way, Denmark, Hungary and Slovakia, and
was done in three separate tests by applying
different methodologies.
The results show that consumers do recog-
nize and appreciate the benefits that apple
juice produced with HPP and PEF has to
offer.
Consumers in all four countries associ-
ated positive consequences with product
attributes related to the nutritional value
and the taste of the products produced
with these novel technologies. Also the
environmental benefits from processing
foods by applying these technologies were
seen as highly positive characteristics of the
technologies.
Many consumers were, however, ambiva-
lent about the PEF juice. The product was
perceived to have advantages but in many
cases consumers also appeared unsure
about potential risks from using PEF in
food processing. Many consumers as-
7
sociated the name of the technology with
electricity and were sceptical towards the
side effects of using electricity in food pro-
duction. Hence, providing consumers with
more information about the technologies
seems to be a key to achieving consumer
acceptance of products manufactured by
means of these new technologies.
Although consumers seem to recognize the
advantages that apple juice produced by
HPP and PEF has to offer over pasteuri-
zed juice, the question is whether they are
willing to pay a premium price for these
products.
Our findings show that consumers in
Norway, Denmark, Hungary and Slovakia
perceive PEF and HPP treated juice to be
a better choice than pasteurized juice if
the price and taste is right. So the practical
implication for the food industry is that if
they are able to produce premium new-
treatment juice and sell it at a standard
price, there seems to be a market for these
products.
Contact
Assistant professor
Anne-Mette Sonne
aso@asb.dk
Read more / www.novelQ.org
8 Mapp – Annual report 2008 - 2009
What can be done to make nutrition
labelling work?
Results showed that most consumers are able to use labelling
information correctly, but that only a minority of consumers
actually checks the information in the shop.
Nutrition labelling is an attempt to help
consumers make healthier choices. Most
foods on European markets already carry
nutrition information, but it is in small
print on the back of the package. Simplified
information on the front of the package
– so-called front-of-pack signposting –
could make it easier for consumers to use
nutrition information when shopping. But
how should it be designed? Will consumers
use it? This question is currently being
researched by MAPP in collaboration with
other European researchers.
Front-of-pack labelling already exists.
Many large food producers have adopted
the GDA label, where five key nutrients
(calories, fat, saturated fat, sugar, salt) are
expressed both in grams per portion and as
a percentage of the guideline daily amount
(the maximum recommended intake) of
that nutrient. Health logos, like the Swedish
Keyhole and the Dutch Choices logo are
other ways of providing simplified informa-
tion. In some countries, and especially the
UK, traffic light labelling has been promo-
ted where the information on key nutrients
is accompanied by a green, yellow or red
colour to signify different levels.
In collaboration with the European Food
Information Council, MAPP has investi-
gated to which extent consumers actually
look for such labelling information when
they buy foods, and how difficult it is for
them to understand and use the informa-
tion. Results showed that most consumers
are able to use labelling information cor-
rectly, but that only a minority of consu-
mers actually checks the information in the
shop.
Based on this study, MAPP has embarked
on a large EU-funded project that examines
the whole hierarchy of effects by which a
nutrition label can affect consumer choice
such as:
• Attention
• Liking
• Understanding
• Use in the shop
• Effect on product choice
• Shopping basket
• Diet healthiness
www.mapp.asb.dk
The first task of this project, which is co-
ordinated by the European Food Informa-
tion Council and carried out by MAPP in
collaboration with several other European
universities, was to map labelling informa-
tion across the whole of the EU (+ Tur-
key). Currently the project is carrying out
experimental work on attention getting and
understanding, and will conclude by testing
both existing and new labels in a real-world
shopping environment.
Contact
Professor
Klaus G. Grunert
klg@asb.dk
Read more / www.flabel.org
Mapp – Annual report 2008 - 2009
Product development and branding of
Danish beef
With rising incomes, consumers’ increa-
singly sophisticated and demanding needs
have prompted meat producers to intro-
duce greater efficiency into their organi-
sations. People are now able to buy more
expensive cuts of meat than before, leading
to greater demand for variety and quality of
produce. The different choices in beef prod-
ucts result from different production and
processing practices which can change the
flavour, tenderness and texture of beef cuts.
The increasing availability of processed and
packaged meat products has also added to
the general growth in consumers’ interest
in these products.
Recently MAPP carried out a consumer sur-
vey to investigate how consumers perceive
the quality of four new processed meat
products namely:
• Rape-poached chuck rib
• Heather-smoked fillet of shoulder
• Stuffed shoulder
• Roasted terres major marinated in honey
and blackthorn snaps
These products were developed as part of
the “Beef product development and brand-
ing of Danish beef” project, which aimed at
developing new products that:
www.mapp.asb.dk
a) Consumers perceive as being of high
quality
b) Utilize muscle segments that are currently
not turned into high-value products
c) Are distributed via a value chain where
the butcher is a part of the value-adding
process
Expected and experienced quality has been
used as predictors of intention to purchase
these four new processed meat products.
One additional aspect in this study is
inclusion of cues in the taste test. As con-
sumers’ opinion about cues may change
after experiencing a product possibly
influencing their decision to purchase the
product in future, post-purchase cues have
been considered to be as important as the
pre-purchase cues in determining future
purchase willingness.
The results also indicate a positive and
significant influence of “expected quality”
on “purchase intention” (before eating)
and of “experienced quality” on “purchase
intention” (after taste). Results indicate
that “experienced quality” has higher influ-
ence on “purchase intention” (after taste)
than the influence of “purchase intention”
(before eating) on “purchase intention”
(after taste).
9
“Displaying status and wealth” and show-
ing themselves as “gourmet” is something
Danes do not mention as motives for
buying these new processed meat products.
Results indicate “self satisfaction”, “to try
new things”, “for special occasions” and
to “please family” as stronger motives for
purchase and having a positive influence on
consumers’ intention to buy these products
in the future.
Consumers found it difficult to determine
the prices for these new products but tried
to relate the expected prices with available
products in the market which they consi-
dered could serve as benchmarks for these
new products.
Both expected quality and experienced qua-
lity play a significant role in determining
whether the product is ‘easy to cook’ and
‘easy to store’ or not. Neither storage nor
cooking convenience are important cause of
consumers’ intention to buy these products
in future.
Contact
PhD researcher
Faiza Saeed
faizas@asb.dk
10 Mapp – Annual report 2008 - 2009 www.mapp.asb.dk

The market potential of

omega-3 enriched foods

Overall, the results indicate that fish oil-enriched

functional foods would make it much easier for consumers
to meet recommended levels of omega-3 intake.

The project “Fish oil-enriched foods: Sta-
bility, nutrition, consumer acceptance”
(SCANomega) was a collaboration between
the Technical University of Denmark,
Aarhus University, 3A Business Consulting,
and DAX Consult, supported by the Danish
Council for Strategic Research and co-ordi-
nated by Charlotte Jacobsen (DTU-Aqua).
MAPP was responsible for the marketing
and consumer research in the project. In-
depth interviews were combined with popu-
lation-representative surveys and product
choice experiments.
and are much less dependent on the basic
likes and dislikes of consumers. However,
the results also indicate that consumer ac-
ceptance fish oil-enriched foods is strongly
dependent on a number of context factors:
• Only a minority of consumers are genu-
inely motivated to adopt healthier diets,
and of these, only a part sees functional
foods as the best way to do this. Like all
functional foods, fish oil-enriched foods
are therefore likely to remain niche
products.
• Virtually all parameters of consumer ac-
ceptance depend on the product category.
As a consequence, the optimal pricing
and positioning of products like fish oil-
enriched snack bars have little to do with
the optimal pricing and positioning of
fish oil-enriched pâtés or yoghurt drinks.
Contact
Professor
Joachim Scholderer
sch@asb.dk

Overall, the results indicate that fish oil-en-
riched functional foods would make it much
easier for consumers to meet recommended
levels of omega-3 intake. Compared to
foods that are naturally rich in long-chain
omega-3s (oily fish species such as salmon),
fish oil-enriched functional foods have
strong advantages in terms of convenience
• As niche products, fish oil-enriched foods
can only be commercially sustainable if
the market reaches critical size. Den-
mark’s domestic market may not be
sufficient for this. Prospective marketers
of fish oil-enriched foods must therefore
achieve international distribution.
Mapp – Annual report 2008 - 2009 www.mapp.asb.dk
11

MAPP workshops and conferences

2008-2009

In 2008-2009 MAPP published 34 articles in refereed international journals. MAPP

participated in 33 collaboration projects. Researchers gave 120 lectures and presenta-
tions at national and international conferences and performed in the media 245 times.

MAPP Workshop 2008 mAPP Workshop 2009

6th International MAPP Workshop 7th International MAPP Workshop

on Consumer Behaviour and Food Marketing: on Consumer Behaviour and Food Marketing:
Family Dinner: Opportunities and Challenges Food Choice and Sustainability
of Researching Families and Children Middelfart, Denmark
as Food Consumers, May 14, 2009.
Middelfart, Denmark
April 9-10, 2008. MAPP Conference 2009

MAPP Conference 2008 Nice family dinners or snack hell: Tendencies and
opportunities within food, family and health
Functional foods Middelfart, Denmark
Middelfart, Denmark November 10, 2009.
November 13, 2008.
MAPP Seminar

Can barriers be broken?

Aarhus, Denmark
June 3, 2009.
12 Mapp – Annual report 2008 - 2009
List of MAPP project participation
mAPP PARTICIPATED IN THE FOLLOWING PROJECTS IN 2008-2009
• Analysis of the economic impact of New Nordic Food
• Breaking down barriers for healthier eating by consumer-led
product development
• Compliance in a user-centred perspective: The relation between
perception and use of medicine
• Consumer acceptance and trust: Recommendations for using
health-related claims in marketing
• Consumers and agricultural production systems: Attitude sys-
tems and their link to buying behaviour in Europe, China and
Brazil
• Cool snacks: Development of healthy snack products for ado-
lescents based on an analysis of physical, individual, social and
cultural determinants of snacking behaviour
• Development of plant sink organs: Novel genes for science, agro-
nomy and industrial use
• European labelling research
• Families’ use of simple heuristics in the evaluation and choice of
food and beverages
• Feasibility study meat-derived functional ingredients
• Food labelling to advance better education for life
• Gourmet potatoes: The roots of wellness and healthiness
• Harmonising nutrient recommendations across Europe with
special focus on vulnerable groups and consumer understanding
• Health branding
• Health promoting, safe seafood of high eating quality in a consu-
mer-driven fork-to-farm concept
• Health psychology and consumer-led new product development
• Improving the quality and safety of beef and beef products for the
consumer in production and processing
www.mapp.asb.dk
• Improving the quality of pork and pork products for the con-
sumer: Development of innovative, integrated and sustainable
food production chains of high quality pork products matching
consumer demands
• Increasing the effectiveness of health cues, health claims and
nutrition labels on product packages
• Innovative concepts for culinary consumer oriented Nordic
seafood products for easy use at home and for out-of-home
consumption
• Intelligent agricultural technologies with synergy to food indus-
try and society
• Interventions to promote healthy eating habits: Evaluation and
recommendations
• Managing open innovation in SMEs
• Novel processing methods for the production and distribution of
high-quality and safe foods
• Nutritious and tasty n-3 PUFA rich food products for a slim and
healthy population
• Optimizing the effectiveness of health cues, health claims and
nutrition labels on product packaging
• Premium products in the beef sector: Perceiving, adding and
communicating quality in the value chain
• Step by step change of children’s preferences to healthier foods
• Temptations to eat moderated by personal and environmental
self-regulation tools
• The prevalence, cost and basis of food allergy across Europe
• The role of information processing in NPD strategy
• User-oriented food product development
• VIFU - Beef: Product development and branding of Danish beef
Mapp – Annual report 2008 - 2009 www.mapp.asb.dk
13

Researchers and administrative staff

Andersen, Annette Kügler, Jens Oliver

Research assistant PhD researcher
Aschemann-Witzel, Jessica Larsen, Martin Damgaard
Post-doctoral researcher Outreach coordinator (from August 2008 to January 2009)
Bech-Larsen, Tino Lähteenmäki, Liisa
Associate professor Professor
Botzug, Yasemin Nureeva, Liliya
Associate professor (from September 2007 till July 2009) Researcher
Brunsø, Karen Nørgaard, Maria Kümpel
Professor PhD researcher
Buck, Nuka Ormrod, Robert P.
Researcher Assistant professor
Chrysochou, Polymeros Orquin, Jacob Lund
PhD researcher PhD researcher (from February 2009)
de Barcellos, Marcia Dutra Pedersen, Maja
Post-doctoral researcher Researcher
Esbjerg, Lars Pedersen, Susanne
Associate professor Researcher
Grunert, Klaus G. Perrea, Toula
Professor and director of MAPP Researcher (from January 2009)
Grønhøj, Alice Poulsen, Louise Vestergaard
Associate professor Outreach coordinator (from January 2008 to August 2008)
Hagemann, Kit Skov Rosholm, Charlotte
PhD researcher (till March 2008) Project administrator and PA to Klaus G. Grunert
Hansen, Karina Birch Saeed, Faiza
Researcher (till June 2009) PhD researcher
Jensen, Birger Boutrup Scholderer, Joachim
Assistant professor Professor
Jeppesen, Heine Strand, Mathias
Researcher (from November 2009) Researcher (from March 2009)
Jespersen, Kristina Risom Søndergaard, Helle Alsted
Assistant professor (till March 2008) Associate professor
Johansen, Jon Ole Janus Sonne, Anne-Mette
Industrial PhD researcher (from June 2008) Assistant professor
Juhl, Hans Jørn Stacey, Julia Rolsted
Professor Communications manager
Kazbare, Laura Sørensen, Bjarne Taulo
PhD researcher PhD researcher
Krystallis, Athanasios Thøgersen, John
Associate professor Professor
14
Publications and other dissemination
2008-2009
Articles in journals with referee
system
Banovic, M., Grunert, K. G., Barreira, M.
M. & Fontes, M. A. (2009). Beef quality
perception at the point of purchase: A
study from Portugal. Food Quality and
Preference, 20(4), 335-342.
Boztug, Y. & Hildebrandt, L. (2008).
Modeling joint purchases with a multi-
variate MNL approach. Schmalenbach
Business Review, 60(4), 400-422.
Brunsø, K., Verbeke, W., Olsen, S. O. &
Jeppesen, L. F. (2009). Motives, barriers
and quality evaluation in fish consumption
situations: Exploring and comparing heavy
and light users in Spain and Belgium. Bri-
tish Food Journal, 111(7), 699-716.
Chan, K., Prendergast, G., Grønhøj, A.
& Bech-Larsen, T. (2009). Adolescents’
perceptions of healthy eating and commu-
nication about healthy eating.
Health Education, 109(6), 474-490.
Chan, K., Prendergast, G., Grønhøj, A. &
Bech-Larsen T. (2009). Communicating
healthy eating to adolescents. Journal of
Consumer Marketing, 26(1), 6-14.
Chrysochou, P., Chryssochoidis, G. &
Kehagia, O. (2009). Traceability informa-
tion carriers. The technology backgrounds
and consumers’ perceptions of the techno-
logical solutions. Appetite, 53(3), 322-331.
Dean, M., Raats, M. M., Grunert, K. G. &
Lumbers, M. (2009). Factors influencing
eating a varied diet in old age. Public Health
Nutrition, 12(12), 2421-2427.
Dean, M., Grunert, K. G., Raats, M. M.,
Nielsen, N. A. & Lumbers, M. (2008).
The impact of personal resources and their
goal relevance on satisfaction with food-
related life among the elderly. Appetite,
50(2-3), 308-315.
Mapp – Annual report 2008 - 2009
Esbjerg, L. & Bech-Larsen, T. (2009).
The brand architecture of grocery re-
tailers: Setting material and symbolic
boundaries for consumer choice. Journal
of Retailing and Consumer Services, 16,
414-423.
Fotopoulos, C., Krystallis, A., Vassallo, M. &
Pagiaslis, A. (2009). Food Choice Questi-
onnaire (FCQ) revisited: Suggestions for
the development of an enhanced general
food motivation typology. Appetite, 52(1),
199-208.
Frewer, L. J., Fischer, A. R. H., van den
Brink, P. J., Byrne, P., Brock, T., Brown, C.,
Crocker, J., Goerlitz, G., Hart, A., Scholderer,
J. & Solomon, K. (2008). Potential for the
adoption of probabilistic risk assessments
by end-users and decision-makers.
Human and Ecological Risk Assessment,
14(1), 166-178.
Grunert, K. G., Juhl, H. J., Esbjerg, L.,
Jensen, B. B., Bech-Larsen, T., Brunsø, K. &
Madsen, C. Ø. (2009). Comparing methods
for measuring consumer willingness to
pay for a basic and an improved ready
made soup product. Food Quality and Pre-
ference, 20, 607-619.
Grunert, K. G. & Bonsmann, S. S. G.
(2009). Nährwertkennzeichnung und ihr
Einfluss auf das Verbraucherverhalten.
ZLR - Zeitschrift fur das Gesamte Lebens-
mittelrecht, 36(1), 5-16.
Grunert, K. G., Lähteenmäki, L., Boztug, Y.,
Martinsdottir, E., Ueland, O., Åström, A.
& Lampila, P. (2009). Perception of health
claims among Nordic consumers. Journal
of Consumer Policy, 32, 269-287.
www.mapp.asb.dk
Grunert, K. G., Jensen, B. B., Sonne, A.,
Brunsø, K., Byrne, D. V., Clausen, C., Friis,
A., Holm, K. L., Hyldig, G., Kristensen, N.
H., Lettl, C. & Scholderer, J. (2008).
User-oriented innovation in the food
sector: Relevant streams of research and
an agenda for future work. Trends in Food
Science & Technology, 19(11), 590-602.
Grønhøj, A. & Thøgersen, J. (2009).
Like father, like son? Intergenerational
transmission of values, attitudes, and
behaviours in the environmental domain.
Journal of Environmental Psychology, 29,
414-421.
Hagemann, K. S. & Scholderer, J. (2009).
Hot potato: Expert-consumer differences
in the perception of a second-generation
novel food. Risk Analysis, 29(7), 1041-1055.
Kozlowska, K., Szczecinka, A., Roszkowski,
W., Brzozowska, A., Alfonso, C., Fjellstrom,
C., Morais, C., Nielsen, N. A., Pfau, C., Saba,
A., Sidenvall, B., Turrini, A., Raats, M.,
Lumbers, M. (2008). Patterns of healthy
lifestyle and positive health attitudes in
older Europeans. Journal of Nutrition,
Health and Aging, 12(10), 728-733.
Krutulyte, R., Costa, A. I. A. & Grunert, K.
G. (2009). A cross-cultural study of cereal
food quality perception. Journal of Food
Products Marketing, 15(3), 304-323.
Krutulyte, R., Grunert, K. G., Scholderer,
J., Hagemann, K. S., Elgaard, P., Nielsen,
B. & Graverholt, J. P. (2008). Motivational
factors for consuming omega-3 PUFAs: An
exploratory study with Danish consumers.
Appetite, 51(1), 137-147.
Krystallis, A., de Barcellos, M. D., Kügler, J.
O., Verbeke, W. & Grunert, K. G. (2009).
Attitudes of European citizens towards
pig production systems. Livestock Science,
126(1-3), 46-56.
Mapp – Annual report 2008 - 2009
Krystallis, A. & Chryssohoidis, G. (2009).
Does the Country-of-Origin (COO) of food
products influence consumer evaluations?
An empirical examination of ham and
cheese. Journal of Food Products Market-
ing, 15(3), 283-303.
Leikas, S., Lindeman, M., Roininen, K. &
Lähteenmäki, L. (2009). Who is respon-
sible for food risks? The influence of risk
type and risk characteristics. Appetite, 53,
123-126.
Nielsen, H. B., Sonne, A., Grunert, K. G.,
Banati, D., Pollák-Tóth, A., Lakner, Z.,
Olsen, N. V., Zontar, T. P. & Peterman, M.
(2009). Consumer perception of the use of
high-pressure processing and pulsed elec-
tric field technologies in food production.
Appetite, 52(1), 115-126.
Nørgaard, M. K. & Brunsø, K. (2009).
Families’ use of nutritional information on
food labels. Food Quality and Preference,
20(8), 597-606.
Pieniak, Z., Verbeke, W., Brunsø,
K., Scholderer, J. & Olsen, S. O. (2009).
Comparison between Polish and Western
European fish consumers in their at-
titudinal and behavioural patterns. Acta
Alimentaria, 38(2), 179-192.
Pieniak, Z., Verbeke, W., Perez-Cueto, F.,
Brunsø, K. & De Henauw, S. (2008). Fish
consumption and its motives in households
with versus without self-reported medical
history of CVD: A consumer survey from
five European countries. BMC Public Health,
8(1), 1-14.
Pieniak, Z., Verbeke, W., Scholderer, J.,
Brunsø, K. & Olsen, S. O. (2008). Impact
of consumers’ health beliefs, involvement
and risk perception of fish consumption:
A study in five European countries. British
Food Journal, 110(9), 898-915.
Radder, L. & Grunert, K. G. (2009). Con-
sumers’ perceptions of African wildlife
meat: A laddering study. Journal of Food
Products Marketing, 15, 164-174.
Radder, L. & Bech-Larsen, T. (2008).
Hunters’ motivations and values: A South
African perspective. Human Dimensions of
Wildlife, 13(4), 252-262.
Scholderer, J. & Trondsen, T. (2008). The
dynamics of consumer behaviour: On
habit, discontent, and other fish to fry. Ap-
petite, 51(3), 576-591.
Thøgersen, J., Juhl, H. J. & Poulsen, C. S.
(2009). Complaining: A function of at-
titude, personality, and situation. Psycho-
logy & Marketing, 26(8), 760-777.
www.mapp.asb.dk
Vassallo, M., Saba, A., Arvola, A., Dean, M.,
Messina, F., Winkelmann, M., Claupein, E.,
Lähteenmäki, L. & Shepherd, R. (2009).
Willingness to use functional breads:
Applying the Health Belief Model across
four European countries. Appetite, 52(2),
452-460.
Verbeke, W., Scholderer, J. & Lähteenmäki,
L. (2009). Consumer appeal of nutrition
and health claims in three existing product
concepts. Appetite, 52(3), 684-692.
In press articles in journals with
referee system
Altintzoglou, T., Hansen, K. B., Valsdottir,
T., Odland, J. Ø., Martinsdóttir, E., Brunsø,
K. & Luten, J. Translating barriers into
potential improvements: The case of new
healthy seafood product development.
Journal of Consumer Marketing.
Aschemann-Witzel, J. & Hamm, U. Do
consumers prefer foods with nutrition and
health claims? Results of a purchase simula-
tion. Journal of Marketing Communications.
Aschemann-Witzel, J. & Hamm, U.
Measuring consumers’ information
acquisition and decision behaviour with
the computer-based information display
matrix. Methodology: European Journal of
Research Methods for the Behavioral and
Social Sciences.
Chrysochou, P. Food health branding: The
role of marketing mix elements and public
discourse in conveying a healthy brand
image. Journal of Marketing Communica-
tions.
Esbjerg, L., Buck, N. & Grunert, K. G.
Making working in retailing interesting:
A study of human resource management
practices in Danish grocery retail chains.
Journal of Retailing and Consumer Ser-
vices.
Fotopoulos, C., Krystallis, A. & Pagiaslis, A.
Portrait Value Questionnaire’s (PVQ)
usefulness in explaining quality food-re-
lated consumer behaviour. British Food
Journal.
Grunert, K. G. European consumers’ ac-
ceptance of functional foods. Annals of the
New York Academy of Sciences.
Grunert, K. G., Trondsen, T., Campos, E. G.
& Young, J. A. Market orientation in the
mental models of decision-makers: Two
cross-border value chains. International
Marketing Review.
15
Grunert, K. G., Fernandez-Celemin, L.,
Wills, J. M., Bonsmann, S. S. G. & Nureeva,
L. Use and understanding of nutrition
information on food labels in six European
countries. European Journal of Public
Health.
Grønhøj, A. & Bech-Larsen, T. Using vig-
nettes to study family consumption proces-
ses. Psychology & Marketing.
Krystallis, A. & Chrysochou, P. An explora-
tion of loyalty determinants in Greek wine
varieties. EuroMed Journal of Business.
Krystallis, A. & Chrysochou, P. Health
claims as communication tools that en-
hance brand loyalty: The case of low-fat
claims within the dairy food category.
Journal of Marketing Communications.
Krystallis, A., Linadrakis, M. & Mamalis, S.
Implementation and assessment of the dis-
crete choice methodology for New Product
Development (NPD): The case of functional
children snacks. Agribusiness (New York).
Leikas, S., Lindeman, M., Roininen, K. &
Lähteenmäki, L. Boundaries of regulatory
fit: Is it the thought that counts? Basic and
Applied Social Psychology.
Lähteenmäki, L., Lampila, P., Grunert, K.
G., Boztug, Y., Ueland, Ø., Åström, A. &
Martinsdottir, E. Impact of health-related
claims on the perception of other product
attributes. Food Policy.
Olsen, S. O. & Grunert, K. G. The role of
satisfaction, norms and conflict in families’
eating behaviour. European Journal of
Marketing.
Perez-Cueto, F. J., Verbeke, W., de Barcel-
los, M. D., Kehagia, O., Chryssochoidis,
G., Scholderer, J. & Grunert, K. G. Food-
related lifestyles and their association to
obesity in five European countries.
Appetite.
Pieniak, Z., Verbeke, W. & Scholderer, J.
Health-related beliefs and consumer know-
ledge as determinants of fish consumption.
Journal of Human Nutrition and Dietetics.
Saba, A., Vassallo, M., Shepherd, R., Lampila,
P., Arvola, A., Dean, M., Winkelmann, M.,
Claupein, E. & Lähteenmäki, L. Country-
wise differences in perception of health-
related messages in cereal-based food
products. Food Quality and Preference.
Thøgersen, J., Haugaard, P. & Olesen, A.
Consumer responses to ecolabels. Euro-
pean Journal of Marketing.
16
Van Wezemael, L., Verbeke, W., Kügler, J.
O., de Barcellos, M. D. & Grunert, K. G.
European consumers and beef safety:
Perceptions, expectations and uncertainty
reduction strategies. Food Control.
Verbeke, W., Van Wezemael, L., de Barcel-
los, M. D., Kügler, J. O., Hocquette, J. &
Grunert, K. G. European beef consumers’
interest in a beef eating-quality guarantee:
Insights from a qualitative study in four
EU countries. Appetite.
Verbeke, W., Perez-Cueto, F. J. A., de Bar-
cellos, M. D., Krystallis, A. & Grunert, K. G.
European citizen and consumer attitudes
and preferences regarding beef and pork.
Meat Science.
Books
Aschemann-Witzel, J. (2009). Claims auf
Lebensmitteln und Involvement: Eine Un-
tersuchung mit Hilfe realitätsnah gestalter
Choice Experiments. Frankfurt am Main:
Peter Lang.
Hagemann, K. S. (2009). Frankenfoods
and mutant rice: Consumers and food bio-
technologies. PhD. MAPP, Aarhus School of
Business, Aarhus University.
Nørgaard, M. K. (2009). Family decision-
making during food buying. PhD. MAPP,
Aarhus School of Business, Aarhus Univer-
sity.
Contributions to anthologies and
books
Aschemann-Witzel, J. (2009). Die Ver-
wendung nährwert- und gesundheitsbezo-
gener Angaben (Claims) im Marketing für
Öko-Produkte: Forschungsergebniss und
Schlussfolgerungen. In Leitzmann, Beck,
Hamm & Hermanowski (eds.), Praxishand-
buch: Bio-Lebensmittel (pp. 1-14 (5c)).
Hamburg: B. Behr’s Verlag.
Brunsø, K., Hansen, K. B., Scholderer, J.,
Honkanen, P., Olsen, S. O. & Verbeke, W.
(2008). Consumer attitudes and seafood
consumption in Europe. In Børresen, T.
(ed.), Improving Seafood Products for the
Consumers (pp. 16-39). Cambridge: Wood-
head Publishing.
Brunsø, K. (2008). Introduction to part I:
Consumers and seafood. In Børresen, T.
(ed.), Improving Seafood Products for the
Consumers (pp. 13-15). Cambridge: Wood-
head Publishing.
Mapp – Annual report 2008 - 2009
Busch, R. J., Scholderer, J. & Gutscher, H.
(2008). Biotechnologie in gesellschaftlicher
Deutung: Intuitionen, Emotionen, soziales
Vertrauen und Wertvorstellungen im Ge-
sellschaftlichen Diskurs zur Biotechnologie.
In Busch, R. J. & Prütz, G. (eds.), Biotech-
nologie in gesellschaftlicher Deutung (pp.
305-374). München: Herbert Utz Verlag.
Dean, M., Raats, M. M. & Grunert, K. G.
(2009). Older people, food and satisfac-
tion with life. In Raats, M. M., de Groot,
L. & van Staveren, W. (eds.), Food for the
Ageing Population (pp. 3-19). Cambridge:
Woodhead Publishing.
Esbjerg, L. & Grunert, K. G. (2008).
Feeling the gale or enjoying a breeze in
the eye of the storm? The consequences
of globalization for work and workers in
the Danish food-processing industry. In
Westergaard-Nielsen, N. (ed.), Low-Wage
Work in Denmark (pp. 104-139). (The
Russell Sage Foundation Case Studies of
Job Quality in Advanced Economies). New
York: Russell Sage Foundation.
Esbjerg, L., Grunert, K. G., Buck, N. &
Sonne, A. (2008). Working in Danish
retailing: Transitional workers going
elsewhere, core employees going nowhere,
and career-seekers striving to go some-
where. In Westergaard-Nielsen, N. (ed.),
Low-Wage Work in Denmark (pp. 140-185).
(The Russell Sage Foundation Case Studies
of Job Quality in Advanced Economies).
New York: Russell Sage Foundation.
Grunert, K. G. (2009). Trends in food
choice and nutrition. In Haas, R., Meixner,
O. & Pöchtrager, S. (eds.). Was wir morgen
essen werden: Herausforderungen und
Perspektiven für das Agrarmarketing der
Zukunft (pp. 19-32), Wien: Facultas.wuv
Universitätsverlag.
Krystallis, A., Linardakis, M. & Mamalis, S.
(2009). Is there a real “health vs. taste or
price” controversy in food marketing? The
case of functional foods. In Lindgreen, A.,
Hingley, M. & Vanhamme, J. (eds.), The
Crisis of Food Brands: Sustaining Safe, In-
novative and Competitive Food Supply (pp.
171-194). Surrey, UK: Gower Publishing.
Lähteenmäki, L. (2008). Consumer at-
titudes towards fruit and vegetables. In
Barberán, F. T. & Gil, M. I. (eds.), Impro-
ving the Health-Promoting Properties of
Fruit and Vegetable Products (pp. 38-54).
Cambridge: Woodhead Publishing.
www.mapp.asb.dk
Maglaras, G. & Krystallis, A. (2009).
Investigating consumer attitudes towards
functional foods. In Apostolopoulos, K. D.
(ed.), Food and Consumer: Multidisciplina-
ry Approach to Sustainable Food Consump-
tion (pp. 152-167). Athens: Ellinoekdotiki.
Scholderer, J. (2008). Verbraucher und
Grüne Gentechnik: Mechanismen der
Ablehnung und ihre Änderungsresistenz.
In Busch, R. J. & Prütz, G. (eds.), Biotech-
nologie in gesellschaftlicher Deutung (pp.
203-225). München: Deutscher Univer-
sitäts-Verlag.
Sonne, A. (2009). Videndeling i internatio-
nale produktudviklingsteam. In Bukh, P.
N. (ed.), Knowledge Management (pp. Kap.
7.3). Børsen Ledelseshåndbøger. Køben-
havn: Børsen Forum.
Søndergaard, H. A. & Edelenbos, M.
(2008). Consumer research in product
design: Market-oriented development of
healthy vegetable-based food for children.
In Earle, M. & Earle, R. (eds.), Case Studies
in Food Product Development (pp. 301-
316). Cambridge: Woodhead Publishing.
Thøgersen, J. (2009). Consumer deci-
sion-making with regard to organic
food products. In Vaz, T. D. N., Nijkamp,
P. & Rastoin, J. (eds.), Traditional Food
Production and Rural Sustainable Develop-
ment: A European Challenge (pp. 173-192).
Farnham: Ashgate.
Verbeke, W., Pieniak, Z., Brunsø, K., Schol-
derer, J. & Olsen, S. O. (2008). Evaluating
consumer information needs. In Børresen,
T. (ed.), Improving Seafood Products for
the Consumers (pp. 63-84). Cambridge:
Woodhead Publishing.
Conference papers
Aguiar, L. K., Vieira, L. M., Ferreira, G. C. &
de Barcellos, M. D. (2008). The impact of
retailers own brand Fair Trade products
on developing countries producers. 8th In-
ternational Conference on Management in
Agri-Food Chains and Networks, Doctoral
Symposium, Ede, May 28.
Aschemann-Witzel, J. (2009). The role of
involvement in the choice of foods with
nutrition and health claims. 38th EMAC
Conference 2009, Nantes, May 26-29.
Mapp – Annual report 2008 - 2009
Boztug, Y., Breugelmans, E. & Reutterer, T.
(2008). Detecting promising categories for
targeted promotions. INFORMS Marketing
Science Conference, Vancouver, June 12-14.
Boztug, Y. & Hildebrandt, L. (2008). An
empirical test of reference price theories
using a semiparametric approach. Beha-
vioral Pricing Conference, Philadelphia,
September 19-20.
Boztug, Y., Hildebrandt, L. & Silberhorn,
N. (2008). Investigating cross-category
brand loyalty behavior in FMCG. 37th
EMAC Conference 2008, Brighton, May
27-30.
Brunsø, K. & Grunert, K. G. (2009). Retail
brand architecture and consumer store
loyalty. ANZMAC 2009 Conference, Mel-
bourne, November 30-December 2.
Brunsø, K. & Grunert, K. G. (2009). The
effect of brand architecture on consumer
store loyalty. 16th International Confe-
rence on Recent Advances in Retailing and
Services Science, Niagara Falls, July 6-9.
Christensen, M., Grunert, K. G., Bonneau,
M., Arnau, J., Trienekens, J., Oksbjerg, N.,
de Greef, K., Petersen, B. & Karlsson, A.
H. (2009). Improving the quality of pork
and pork products (EU-project). ICoMST
2008: 54th International Congress of Meat
Science & Technology, Cape Town, August
10-15.
Chrysochou, P., Krystallis, A. & Rungie, C.
(2008). Analysing the impact of buyers’
personality constructs on the market struc-
ture of brands. ANZMAC 2008 Conference,
Sydney, December 1-3.
Chrysochou, P. & Grunert, K. G. (2009).
Exploring associations towards healthy
eating among Danish consumers (Poster).
FOOD Denmark Congress 2009: A Career
within Innovation?, Lyngby, November
23-24.
Chrysochou, P. & Krystallis, A. (2009).
Investigating the market structure and
identifying factors that influence consu-
mers’ loyalty towards light food products.
10th ETAGRO Conference on Rural Eco-
nomy, Thessaloniki, November 27-30.
Chrysochou, P., Krystallis, A. & Rungie, C.
(2009) Why are buyers loyal? Exploring
the role of psychographics on loyalty per-
formance and market structure of brands.
38th EMAC Conference 2009, Nantes, May
26-29.
www.mapp.asb.dk
de Barcellos, M. D., Kügler, J. O., Saab,
M. S. M., Krystallis, A. & Grunert, K. G.
(2009). Attitudes of Brazilian citizens
towards pig production systems: A compa-
rison with European realities. VII Inter-
national PENSA Conference, Sao Paulo,
November 26-28.
de Barcellos, M. D., Kügler, J. O., van
Wezemael, L., Ueland, Ø., Verbeke, W. &
Grunert, K. G. (2009). Beef healthiness
and nutritional enhancement in beef as
perceived by European consumers. 55th
International Congress of Meat Science and
Technology, Copenhagen, August 16-21.
de Barcellos, M. D., Kügler, J. O., Grunert,
K. G., Van Wezemael, L., Pothoulaki, M.,
Ueland, Ø. & Verbeke, W. (2009). Euro-
pean consumers’ acceptance and rejection
of novel beef technologies: A qualitative
study. 3rd International European Forum
on System Dynamics and Innovation in
Food Networks, Igls/Innsbruck, February
16-20.
de Barcellos, M. D., Ferreira, G. C., Vieira,
L. M. & Aguiar, L. K. (2008). Food inno-
vation: Perspectives for the poultry chain
in Brazil. 8th International Conference
on Management in Agri-Food Chains and
Networks, Ede, May 28-30.
de Barcellos, M. D. & Brei, V. A. (2008).
Into beef consumers’ mind: A multicultural
research. III ANPAD Marketing Meeting,
Curitiba, May 14-16.
de Barcellos, M. D., Kügler, J. O. &
Scholderer, J. (2009). What drives consu-
mer involvement? The relative impact of
product category and product attribute.
EnANPAD 2009, Sao Paulo, September
19-23.
Esbjerg, L., Grunert, K. G. & Buck, N.
(2008). Job satisfaction in a low-wage,
low-status industry: The case of Danish
food retailing. LERA Annual Meeting, New
Orleans, January 4-6.
Esbjerg, L. (2009). The construction of
quality: Retailer-supplier cooperation and
the development of new food products. Me-
diating Consumption: Innovation, Compe-
tition and Consumer Protection in the Food
Retail Sector, Freising, October 29-30.
Esbjerg, L. (2009). The importance of or-
ganisational identity for formulating and
enacting strategies and policies in retailer
buying. 16th International Conference on
Recent Advances in Retailing and Services
Science, Niagara Falls, July 6-9.
17
Esbjerg, L. (2008). The worlds retail bu-
yers construct. Nordic Retail and Whole-
sale Conference, Norrtälje, November 6-7.
Grunert, K. G., Verbeke, W., Krystallis, A.
& Pérez-Cueto, F. J. A. (2009). Consumer
and pork market analysis in the EU. Q-
PorkChains/Quarisma Open Conference:
Improving the Quality of Pork for the Con-
sumer, Bonn, November 18.
Grunert, K. G. (2008). The global challenge
and the need to add value to meat produc-
tion in Europe. 11th Annual Langford Food
Industry Conference: Adding Value in Meat
Production, Langford, Bristol, May 28-29.
Grønhøj, A., Bech-Larsen, T., Chan, K. &
Prendergast, G. (2008). Teenagers’ per-
ceptions of strategies aimed at reducing
“unhealthy” consumption practices.
Child and Teen Consumption 2008, Trond-
heim, April 24-25.
Jensen, B. B. (2008). Price learning during
grocery shopping. Behavioral Pricing
Conference 2008, Philadelphia, September
19-20.
Jensen, B. B. (2009). The deal knowledge
of supermarket shoppers before, during,
and after store visit. 38th EMAC Confe-
rence 2009, Nantes, May 26-29.
Kokkali, P., Koutsouris, A. & Chrysochou, P.
(2008). Pull factors in rural tourism: The
case of Lake Plastiras, Prefecture of Kar-
ditsa. 10th ETAGRO Conference on Rural
Economy, Thessaloniki, November 27-30.
Kokkali, P., Koutsouris, A. & Chrysochou,
P. (2009). Cognitive components of rural
tourism destination images: The case of
Lake Plastiras, Greece. 4th International
Scientific Conference: Planning for the
Future, Learning from the Past - Contem-
porary Developments in Tourism, Travel &
Hospitality, Rhodes, April 3-5.
Kotseridis, Y., Chrysochou, P. & Krystallis,
A. (2009). What drives customer loyalty
towards Greek wine varieties? Using
polarization to model consumer loyalty. 3rd
Annual Meeting of the American Association
of Wine Economists, Reims, June 18-20.
Krystallis, A. & Chrysochou, P. (2009).
An exploration of loyalty determinants in
Greek wine varieties. 2nd Annual EuroMed
Conference, Salerno, October 26-28.
Krystallis, A. & Chrysochou, P. (2009)
Investigating brand loyalty using Diri-
chlet benchmarks: The case of light dairy
products. 14th International Conference on
Corporate and Marketing Communications,
Nicosia, April 23-24.
18
Lähteenmäki, L., Lampila, P., Grunert, K.
G., Boztug, Y., Ueland, Ø., Åström, A. &
Martinsdóttir, E. (2008). Impact of health
claims on consumer perception of other
product attributes. First European Food
Congress, Ljubljana, November 4-9.
Ormrod, R. P. & Søndergaard, H. A. (2009).
Lead user identification in online commu-
nities. The XX ISPIM Conference: The
Future of Innovation, Vienna, June 21-24.
Pantouvakis, A. & Krystallis, A. (2009).
Customer satisfaction metrics in service
organizations: An integrated approach.
16th International Conference on Recent
Advances in Retailing and Services Science,
Niagara Falls, July 6-9.
Pedersen, M., Søndergaard, H. A. & Esbjerg,
L. (2009). Network characteristics and
open innovation in SMEs. The XX ISPIM
Conference: The Future of Innovation,
Vienna, June 21-24.
Perez-Cueto, F., de Barcellos, M. D.,
Chryssochoidis, G., Grunert, K. G.,
Scholderer, J. & Verbeke, W. (2008).
Nutritional status in Belgium, Denmark,
Germany, Greece and Poland: Europeans
are heavy! First European Food Congress,
Ljubljana, November 4-9.
Perez-Cueto, F., de Barcellos, M. D.,
Chryssochoidis, G., Grunert, K. G.,
Scholderer, J. & Verbeke, W. (2008). Pork
versus non-pork eaters in Europe: Socio-
demographic and nutritional profiling.
First European Food Congress, Ljubljana,
November 4-9.
Perrea, T., Brunsø, K., Hansen, K. B.,
Altintzoglou, T., Einarsdóttir, G. & Luten,
J. (2009). Consumers’ cognitive processes
in relation to consuming fish: A diary ap-
proach from the Nordic countries (Poster).
3rd Joint Trans-Atlantic Fisheries Techno-
logy Conference, Copenhagen, September
15-18.
Raats, M., Dean, M., Grunert, K. G. &
Lumbers, M. (2009). Examining the effect
of social factors on satisfaction with food
related life (Poster). Annual Conference of
the ISBNPA, Lisbon, June 17-20.
Reid, M., Thompson, P., Mavondo, F. &
Brunsø, K. (2009). Give me the money... or
maybe the deal: Does sales promotion
proneness influence consumers’ willingness
to switch from price to non-price promotions.
World Marketing Congress, Oslo, July 21-25.
Mapp – Annual report 2008 - 2009
Reutterer, T., Boztug, Y. & Breugelmans, E.
(2008). Which categories should direct mar-
keters feature for which customers when
using targeted promotions? 37th EMAC
Conference 2008, Brighton, May 27-30.
Scholderer, J. & Hagemann, K. S. (2009).
Communication about agricultural bio-
technology: Effective, but only when the
ends can justify the means. 13th ICABR
Conference: The Emerging Bio-Economy,
Ravello, June 18-20.
Scholderer, J. (2008). Consumer attitudes
towards food nanotechnologies: Still vague.
Conference on Nanotechnologies and the
Consumer, Florence, December 5-6.
Scholderer, J. & Czienskowski, U. (2008).
Consumer demand for information about
agricultural biotechnology. 12th ICABR
Conference: The Future of Agricultural Bio-
technology - Creative Destruction, Adop-
tion, or Irrelevance? Ravello, June 12-14.
Scholderer, J. (2009). Cross-cultural appli-
cations of structural equation modelling:
Measurement invariance. 8th Pangborn
Sensory Science Symposium, Florence, July
26-30.
Scholderer, J., Hyldig, G. & Green-Peder-
sen, D. (2009). Effects of nutrition and
health claims on consumer perception of
off-flavours: Does it matter whether a
claim refers to omega-3 or fish oil? 8th
Pangborn Sensory Science Symposium, Flo-
rence, July 26-30.
Silberhorn, N., Boztug, Y. & Hildebrandt,
L. (2008). Identifying customer segments
regarding cross-category brand loyalty
behavior. INFORMS Marketing Science
Conference, Vancouver, June 12-14.
Skytte, H. (2008). A constructivist ap-
proach to artifact development. 15th
International Product Development
Management Conference, Hamburg, June
29-July 1.
Skytte, H. (2008). Relationships between
food producers and retail chains seen as
shared meanings. 8th International Confe-
rence on Management in AgriFood Chains
and Networks, Ede, May 28-30.
Skytte, H. (2008). Towards a (new) theory
of the retailer. 15th International Confe-
rence on Recent Advances in Retailing and
Services Science, Zagreb, July 14-17.
www.mapp.asb.dk
Sonne, A., Grunert, K. G., Olsen, N. V.,
Granli, B., Banati, D., Pollák-Tóth, A. &
Szabó, E. (2009). Consumer perception of
the use of high-pressure processing and
pulsed electric field technologies in food
production. 3rd International European
Forum on System Dynamics and Innovati-
on in Food Networks, Igls, February 16-20.
Strand, M. & Grunert, K. G. (2009). Eco-
nomic assessment of New Nordic Food
(Poster). Nordic Food - from visions to
realizations, Snekkersten, November 2-3.
Søndergaard, H. A. & Jespersen, K. R.
(2008). NPD gate decision criteria: A
consequence of strategic orientation or
decision-maker expertise. 2008 Academy
of Management Annual Meeting, Anaheim,
CA, August 8-13.
Søndergaard, H. A. (2008). Teaching MBA
students using a NPD process simulation.
15th International Product Development
Management Conference, Hamburg, June
2-July 1.
Søndergaard, H. A. & Juhl, H. J. (2009).
The effect of innovation competence on the
choice of information elements in a simu-
lated NPD process. The XX ISPIM Confe-
rence: The Future of Innovation, Vienna,
June 21-24.
Vanhonacker, F., Perez-Cueto, F. J. A.,
Chryssochoidis, G., Scholderer, J., Grunert,
K. G., Hersleth, M. & Verbeke, W. (2008).
Nutritional status in 9 European countries:
Preliminary results of EU funded Truefood
and Q-Porkchains consumer (Poster). 7th
International Congress on the Mediterra-
nean Diet, Barcelona, March 11-12.
Verbeke, W., Scholderer, J. & Lähteenmäki,
L. (2009). Consumer interest in different
combinations of carrier product, functio-
nal ingredient and nutrition and health
claims (Poster). 8th Pangborn Sensory
Science Symposium, Florence, July 26-30.
Zhou, Y., Grunert, K. G., Wang, A. &
Huang, G. (2009). Segmenting Chinese
food consumers using the food-related
lifestyle instrument. ANZMAC 2009
Conference, Melbourne, November 30-De-
cember 2.
Mapp – Annual report 2008 - 2009
Published conference abstracts
Breugelmans, E., Boztug, Y. & Reutterer,
T. (2009). A decision-support tool for
recommending promising categories
for targeted promotions. In Conference
Proceedings of the 5th Marketing Dynamics
Conference (pp. 48). University of Waikato,
Waikato Management School.
Brunsø, K., Scholderer, J., Hansen, K. B.,
Olsen, S. O. & Verbeke, W. (2008).
Consumer attitudes and preferences for
seafood: What’s the trend? In The Fifth
Open SEAFOODplus Conference: Book of
Abstracts (pp. 20-20). SEAFOODplus.
Chrysochou, P., Kristensen, D. B., Jep-
pesen, L. H., Grunert, K. G. & Askegaard,
S. (2009). Symbolism and semantic
responses towards healthy eating among
Danish consumers. In Papasolomou, I.
(ed.): Proceedings of the 14th International
Conference on Corporate and Marketing
Communications. University of Nicosia.
de Barcellos, M. D., Grunert, K. G.,
Yanfeng, Z., Sørensen, B. T., Pedersen, S.
& Guang, H. (2008). Chinese consumers’
attitude towards different pig production
systems. In Spanjaard, D., Denize, S. &
Sharma, N. (eds.): ANZMAC 2008 Confe-
rence (pp. 59-59) ANZMAC.
de Barcellos, M. D. (2009). How will global
beef consumption affect us? In: Annual
Conference Papers of the British Cattle
Conference: Bringing Science to the Field
(pp. 23-26).
Grunert, K. G., Bech-Larsen, T., Chryso-
chou, P. & Anker, T. B. (2008). Health and
branding: Insights from an exploratory
study on the Danish food industry. In Pod-
nar, K. & Jancic, Z. (eds.): Corporate and
Marketing Communications as a Strategic
Resource; Response to Contemporary Use,
Challenges and Criticism: 13th Internatio-
nal Conference on Corporate and Marke-
ting Communications (pp. 289-290).
Pieniak, Z., Verbeke, W. & Brunsø, K.
(2008). Information and health-related
beliefs as determinants of fish consumption
(Poster). In: The Fifth Open SEAFOODplus
Conference: Book of Abstracts (pp. 50-50).
Scholderer, J. (2008). Steht uns eine
gesellschaftliche Stigmatisierung der
Nanotechnologie bevor? Lehren aus der
Biotechnologiedebatte. In Busch, R. J.
(ed.): Nano(bio)technologie im öffentlichen
Diskurs (pp. 248-265). Herbert Utz Verlag.
www.mapp.asb.dk
Verbeke, W., Van Wezemael, L., de Barcel-
los, M. D., Kügler, J. O. & Grunert, K.
G. (2009). Consumer perception of beef
safety. In Duffy, G. & Nychas, G. J. (eds.):
Proceedings of the International Confe-
rence on “Advancing Beef Safety through
Research and Innovation” (pp. 15-16). Tea-
gasc, Ashtown Food Research Centre.
Verbeke, W., Pieniak, Z., Brunsø, K.,
Scholderer, J. & Olsen, S. O. (2008). Tar-
geting seafood information for consumer
well-being. In: The Fifth Open SEAFOOD-
plus Conference: Book of Abstracts
(pp. 22-22). SEAFOODplus.
Other publications
Aschemann-Witzel, J. (2009). Health
claims on organic food: A chance or a risk?
Ecology and Farming, (46), 53-55.
Aschemann-Witzel, J. (2009). Joghurt:
Nutrition und Health Claims. molkerei
industrie: Fachmagazin für die Milchverar-
beitung, 7, 18-19.
Grunert, K. G. (2008). Assessing the inter-
pretation by consumers of nutritional and
health claims. Danone Nutritopics, 37.
Grunert, K. G. (2009). Deklarationer under
lup. Mærkning, 12 (40).
Grunert, K. G. (2008). Sundhedsanprisnin-
ger: Mødes af nordisk skepsis. I Erichsen,
A. (ed.). LMC Årsberetning 2007, 10. Lev-
nedsmiddelcentret.
Hansen, K. B. (2008). Manglende tid og
ændret livsstil. Super Avisen: Butiksavisen
for hele dagligvarehandlen, 2. oktober.
Jensen, B. B. (2008). Forbrugerne ved for
lidt om kartofler. Kartoffelproduktion, 34,
2-3.
Kazbare, L. (2008). Forskere udvikler sund
mad til teenagere. ASB Update, 1(1), 58-59.
Larsen, M. D. (2008). Funktionelle føde-
varer: Global vækst tilsat dansk skepsis.
Super Avisen: Butiksavisen for hele daglig-
varehandlen, 4. december.
Lähteenmäki, L. (2009). Mitä terveysväite
kertoo kuluttajalle? Uusi lainsäädäntö ja sen
tuomat haasteet. Mallas ja Olut, (1), 9-12.
Lähteenmäki, L. & Lampila, P. (2008).
Pohjoismaiset kuluttajat suhtautuvat
terveysväitteisiin varauksella. Kehittyvä
elintarvike, 5, 52-53.
Niva, M. & Lähteenmäki, L. (2009).
Pohjoismainen terveysväiteyhteistyö on
hyödyllistä. Kehittyvä elintarvike, 2, 50.
19
Stacey, J. R. (2009). Det er cool at spise
sundt. Super Avisen: Butiksavisen for hele
dagligvarehandlen, 11. juni.
Stacey, J. R. (2009). Klimaforandringer og
bæredygtighed har også betydning. Plus
Proces, 7/8, 6.
Wills, J. M., Grunert, K. G., Celemín, L. F.
& Bonsmann, S. S. G. (2009). Do European
consumers use nutrition labels? Agro Food
Industry Hi-Tech, 20(5), 60-62.
Wills, J. M., Grunert, K. G., Celemín, L. F.
& Bonsmann, S. S. G. (2009). European
consumers and nutrition labelling. Food
Engineering & Ingredients, 34(3), 11-13.
Lectures and oral contributions
Aschemann-Witzel, J.– How do health
claims influence buying behaviour for or-
ganic food? Biofach Congress, Nuremberg,
Germany, February 21, 2009. 
Aschemann-Witzel, J. – Claims-Verord-
nung, was darf ausgelobt werden? Semi-
nar of the Milchindustrie Verband (MIV),
Bonn, Germany, March 26, 2009.
Achemann-Witzel, J. – Chair, Consumer
Behaviour, 38th EMAC Conference: Mar-
keting and the Core Disciplines: Redisco-
vering References, Nantes, France, May 27,
2009.
Aschemann-Witzel, J. – Og så fik vi børn...:
Hvordan det at blive forældre påvirker
vores spisevaner, MAPP-konference 2009:
Hyggelige familiemiddage eller snack-
helvede: Tendenser og muligheder inden
for mad, familie og sundhed, Middelfart,
Danmark, 10. november, 2009.
Bech-Larsen, T. – Consumer attitudes
to healthy eating, Lecture: Public and
Non-Profit Marketing, Aalborg University,
Aalborg, Denmark, March 6, 2008.
Bech-Larsen, T. – Carrots or sticks? Strate-
gies for encouraging adolescents to adopt
healthy eating habits, 6th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Family Dinner: Op-
portunities and Challenges of Researching
Families and Children as Food Consumers,
Middelfart, Denmark, April 10, 2008.
Bech-Larsen, T. – Consumer intentions
towards healthier eating: Results of a
survey with adolescents and older people,
IAREP/SABE 2008 Conference, Rome, Ita-
ly, September 5, 2008.
Bech-Larsen, T. – Research in healthy eat-
ing, Aarhus, Denmark, October 1, 2008.
20
Bech-Larsen, T. – Mobil social marketing:
De første resultater af SMS-dagbogen,
Styregruppemøde, Årslev, Danmark, 2.
december, 2008.
Bech-Larsen, T. – SMS based diary and
feedback interventions, 14th International
Conference on Corporate and Marketing
Communications, Nicosia, Cyprus, April 23,
2009.
Bech-Larsen, T. – Sunde mellemmåltider
til unge: Kvalitetsopfattelse og betalings-
villighed, MAPP-seminar: Kan barrierer
nedbrydes? Handelshøjskolen, Aarhus
Universitet, Århus, Danmark, 3. juni, 2009.
Bech-Larsen, T. – Models to identify food
market opportunities, CIHEAM, Zaragosa,
Spain, May 1, 2009.
Bech-Larsen, T. – Snacks skal være sunde,
og jeg tror, at min søn kan lide det, MAPP-
konference 2009: Hyggelige familiemid-
dage eller snack-helvede: Tendenser og mu-
ligheder inden for mad, familie og sundhed,
Middelfart, Danmark, 10. november, 2009.
Bech-Larsen, T. – Sund spisning per sms,
MAPP-konference 2009: Hyggelige fami-
liemiddage eller snack-helvede: Tendenser
og muligheder inden for mad, familie og
sundhed, Middelfart, Danmark, 10. novem-
ber, 2009.
Brunsø, K. – Udfordringer for fødevare-
sektoren, Netværksmøde, Dansk Fødevare
Forum, Vejle, Danmark, 2. februar, 2008.
Brunsø, K. – Families’ use of nutrition in-
formation on food labels, 6th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Family Dinner: Op-
portunities and Challenges of Researching
Families and Children as Food Consumers,
Middelfart, Denmark, April 10, 2008.
Brunsø, K. – Chair, wrap up, 6th Internatio-
nal MAPP Workshop on Consumer Beha-
viour and Food Marketing: Family Dinner:
Opportunities and Challenges of Researching
Families and Children as Food Consumers,
Middelfart, Denmark, April 10, 2008.
Brunsø, K. – Chair, session 2: Seafood and
consumers, The Fifth and Final SEAFOOD-
plus Conference, Wallmans: The historical
circus building, Copenhagen, Denmark,
June 9, 2008.
Brunsø, K. – Consumer attitudes and pre-
ferences for seafood: What’s the trend? The
Fifth and Final SEAFOODplus Conference,
Wallmans: The historical circus building,
Copenhagen, Denmark, June 9, 2008.
Mapp – Annual report 2008 - 2009
Brunsø, K. – Consumer behaviour basics
and market: Consumer behaviour and
food: Practical examples of research re-
sults and outcome regarding marketing,
NordForsk Course, Integrating Sensory,
Consumer and Marketing Factors in Prod-
uct Design, Iceland, August 20, 2008.  Grunert, K. G. – Research on customer
Brunsø, K. – Forbrugere, fisk og madlav-
ning, Konference om strategisk forskning:
Perspektiver for sundhed, fødevarer og
velfærd, Det strategiske forskningsråd,
Christiansborg, København, Danmark, 3.
september, 2008.
Brunsø, K. – Understand consumers’ food
choice: With perspectives from values,
lifestyles and quality preferences, Food,
Values and Taste: An Interdisciplinary
Conference, Aarhus University, Aarhus,
Denmark, November 7, 2008.
Brunsø, K. – Consumer food choice and the
impact of food production methods, Feed
for Health: 1st International Workshop,
Milano, Italy, March 17, 2009.
Brunsø, K. – Ordstyrer, opsamling, MAPP-
konference 2009: Hyggelige familiemid-
dage eller snack-helvede: Tendenser og mu-
ligheder inden for mad, familie og sundhed,
Middelfart, Danmark, 10. november, 2009.
Chrysochou, P. – Health branding of food
products: Looking through the eyes of
the consumer, Seminar, Ehrenberg-Bass
Institute, University of South Australia,
Adelaide, Australia, February 19, 2008.
Chrysochou, P. – Hvad betyder det egent-
lig at spise sundt? MAPP-konference 2009:
Hyggelige familiemiddage eller snack-
helvede: Tendenser og muligheder inden
for mad, familie og sundhed, Middelfart,
Danmark, 10. november, 2009.
de Barcellos, M. D. – Can consumer re-
search give ideas for new research projects
on meat: In the whole chain from fork to
stable? Workshop, Department of Food
Science, Aarhus University, Mønsted, Den-
mark, March 11, 2008.
de Barcellos, M. D. – Brazilian pork: A
competitive view, MBA Workshop, Mid-
delfart, Denmark, May 19, 2008.
de Barcellos, M. D. – Brave New Web 2.0:
How health claim regulation is circum-
vented, MAPP-konference 2008: Func-
tional Foods, Middelfart, Danmark, 13.
november, 2008.
Esbjerg, L. – Globalisation, consumer
trends and markets for food products,
Lyngby, Denmark, May 27, 2009.
www.mapp.asb.dk
Esbjerg, L. – Kvalitet af kartofler i værdi-
kædeperspektiv, Årslev, Danmark, 15. juni,
2009.
Esbjerg, L. – Fremtidens discounthandel
i Danmark, Discountseminar, Ringsted,
Danmark, 19. november, 2009.
relations in the food sector, FOOD Interna-
tional Evaluation 2008, Aarhus, Denmark,
January 17, 2008.
Grunert, K. G. – Opportunities and risks of
changing dietary habits: Which determi-
nants of food choice behavior are most
effective? ILSI Europe 2008 General As-
sembly Symposium To Eat or Not to Eat:
Benefits and Risks to Health, Brussels,
Belgium, March 14, 2008.
Grunert, K. G. – Fordele og problemer ved
tværvidenskabelig fødevareforskning,
Integration af tværvidenskabelig forskning
og informationsmøde om forskningsmidler
2008, Odense, Danmark, 27. marts, 2008.
Grunert, K. G. – Forbrugerorienteret in-
novation i fødevaresektoren, ”10 på stribe”:
Forskning og innovation i jordbrugs- og
fødevareerhvervet, Christiansborg, Køben-
havn, Danmark, 16. april, 2008.
Grunert, K. G. – Europæisk forskning: For-
brugernes holdning til fødevaremærkning,
Fagligt seminar og uddeling af Kellogg’s
kommunikationspris, Center for Ledelse,
København, Danmark, 7. maj, 2008.
Grunert, K. G. – Hvilke forbrugere skal
man fokusere på i jagten på værditilvækst?
Fokus på forbrugertendenser og trends i
Europa, Strategisk emnedag: Hvordan kan
man opnå værditilvækst på markedet for
kød? Axelborg, København, Danmark, 19.
maj, 2008.
Grunert, K. G. – The global challenge and
the need to add value to meat production
in Europe, 11th Annual Langford Food
Industry Conference: Adding Value in Meat
Production, University of Bristol, British
Society of Animal Science, Langford, Eng-
land, May 28, 2008.  
Grunert, K. G. – Marketing the Nordic
identity: A brand management perspec-
tive, Nordic Workshop in Sensory Science:
The Nordic Sensory Identity, Göteborg,
Sweden, May 29, 2008.
Grunert, K. G. – Impact of health claims
on consumer behavior, Annual General
Meeting of the European Food Information
Council, Brussels, Belgium, June 5, 2008.
Mapp – Annual report 2008 - 2009
Grunert, K. G. – Consumer trends and
markets, promoting competitiveness in
the agro-food industry, Ljubljana,
Slovenia, June 6, 2008.
Grunert, K. G. – Food-related lifestyle:
Analysing the role of food and drink in
people’s life, Consumer Behavior in China
2008, Guangzhou, China, June 17, 2008.
Grunert, K. G. – Joyous meals, healthy
eating and competitive products: Social
science perspectives in food research,
Internal Food Research Day, Aarhus Uni-
versity, Aarhus, Denmark, September 9,
2008.
Grunert, K. G. – Presentation of the label:
Experience with comparable legisla-
tion in US/Canada: Impacts on Obesity,
Lunch debate: Food Labelling, European
Parliament, Brussels, Belgium, November
5, 2008.
Grunert, K. G. – Recent pan-European
research on consumers awareness, un-
derstanding and use of nutrition labelling
on food, Food from Field to Consumer,
University of J. J. Strossmayer in Osijek,
Croatia, November 8, 2008.
Grunert, K. G. – Hvordan forbrugerne
opfatter sundhedsanprisninger på funktio-
nelle fødevarer, MAPP-konference 2008:
Functional Foods, Middelfart, Danmark, 13.
november, 2008.
Grunert, K. G. – European consumers’
acceptance of functional food, Food for
Health in the 21st Century: A Roadmap for
the Future, UC Davis Centennial Symposia,
University of California, USA, November
18, 2008.  and Opportunities Ahead for the Chewing
Grunert, K. G. – Ernährungswissen
und Ernährungskennzeichnung: Ergeb-
nisse einer europäischen Untersuchung,
Neujahrsempfang, Bonn, Germany,
January 13, 2009.
Grunert, K. G. – Trends im Konsum- und
Ernährungsverhalten, Was wir morgen es-
sen werden: Herausforderungen, Chancen
und Risiken für das Agrarmarketing der
Zukunft, Wien, Austria, January 23, 2009.
Grunert, K. G. – Consumer emotions and
food, International Advanced Course:
Nutrient Density of Milk, Wageningen, The
Netherlands, January 28, 2009.
Grunert, K. G. – Panel discussion, Label-
ling: An Effective Tool to Improve the
Food Literacy of EU Consumers? Brussels,
Belgium, February 10, 2009.
www.mapp.asb.dk
Grunert, K. G. – Ernährungswissen und
Ernährungskennzeichnung: Ergebnisse
einer europäischen Untersuchung,  Behaviour and Food Marketing: Family
Parlamentarischer Abend des BDSI, Berlin,
Germany, March 4, 2009.
Grunert, K. G. – Consumer research on
nutritional knowledge and use of nutrition
information in the store, Matas vi med fel
kostråd?, Göteborg, Sweden, March 11,
2009.
Grunert, K. G. – Perspektiven für Funk-
tionelle Lebensmittel, 4. Symposium:
Funktionelle Lebensmittel, Kiel, Germany,
April 23, 2009.
Grunert, K. G. – Obesity, energy balance
and its determinants: Four views of man
in economics and psychology, ILSI Europe
Programme: Obesity, Satiety and Meta-
bolism: Pre-Congress Meeting EASO 17th
European Congress on Obesity 2009, Am-
sterdam, The Netherlands, May 5, 2009.
Grunert, K. G. – Forbrugernes forståelse
og anvendelse af GDA, Høring for Folke-
tingets Udvalg for Fødevarer, Landbrug
og Fiskeri, København, Danmark, 20. maj,
2009
Grunert, K. G. – Food labelling and consu-
mer behaviour, Stockholm, Sweden, May
29, 2009.
Grunert, K. G. – Ordstyrer ved diskussion
og spørgsmål fra salen, MAPP-seminar:
Kan barrierer nedbrydes? Handelshøjsko-
len, Aarhus Universitet, Århus, Danmark,
3. juni, 2009.  jeg tror, at min søn kan lide det, MAPP-
Grunert, K. G. – Consumer perceptions of
labelling: EUFIC global study, Challenges
Gum Industry, Rome, Italy, June 4, 2009.
Grunert, K. G. – Nutrition information
on food labels: Use, understanding and
effects, European Labeling and Packaging
Regulation, Lille, France, June 17, 2009.
Grunert, K. G. – Importance of food-re-
lated goals and perceived resources in sa-
tisfaction with food-related life among the
elderly in Europe, 8th Pangborn Sensory
Science Symposium, Florence, Italy, July
26, 2009.
Grunert, K. G. – Uses of labelling infor-
mation by consumers, Gida Etiketleme/
Beslenme Iletisimi, Ankara, Turkey, Octo-
ber 22, 2009.
Grunert, K. G. – Progress on DG research
project FLABEL, Diet, physical activity and
health: A European platform for action,
Brussels, Belgium, December 4, 2009.
21
Grønhøj, A. – Introduction, 6th Inter-
national MAPP Workshop on Consumer
Dinner: Opportunities and Challenges
of Researching Families and Children as
Food Consumers,Denmark, April 10, 2008.
Grønhøj, A. – Young consumers’ envir-
onmental commitment: Evidence from
Denmark, Business Ethics Week, Wil-
liam Perttula, San Francisco, California,
USA, November 5, 2008. 
Grønhøj, A. – Young consumers’
environmental commitment: Evidence
from Denmark, Business Ethics Week,
William Perttula, San Francisco, California,
USA, December 1, 2008.
Grønhøj, A. – Sund spisning per sms,
MAPP-konference 2009: Hyggelige fami-
liemiddage eller snack-helvede: Tendenser
og muligheder inden for mad, familie og
sundhed, Middelfart, Danmark, 10. novem-
ber, 2009.
Hagemann, K. S. – Consumer attitudes to
food biotechnologies: Structure, dyna-
mics and degree of generalization, FOOD
International Evaluation 2008, Aarhus,
Denmark, January 17, 2008.
Jensen, B. B. – Sunde mellemmåltider til
unge: Kvalitetsopfattelse og betalings-
villighed, MAPP-seminar: Kan barrierer
nedbrydes? Handelshøjskolen, Aarhus
Universitet, Århus, Danmark, 3. juni, 2009. 
Jensen, B. B. – Snacks skal være sunde, og
konference 2009: Hyggelige familiemid-
dage eller snack-helvede: Tendenser og mu-
ligheder inden for mad, familie og sundhed,
Middelfart, Danmark, 10. november, 2009.
Juhl, H. J. – Findes lead users online?
Aalborg, Danmark, 6. april, 2009.
Kazbare, L. – Why don’t (Danish) consu-
mers eat healthier? Breaking down bar-
riers to healthier eating, Seminar, Massey
University, Institute of Food, Nutrition and
Human Health, Auckland, New Zealand,
April 16, 2008.
Kazbare, L. – Why don’t (Danish) consu-
mers eat healthier? Breaking down bar-
riers to healthier eating, Seminar, HortRe-
search, Auckland, New Zealand, April 18,
2008.
Kazbare, L. – Why don’t (Danish) consu-
mers eat healthier? Breaking down bar-
riers to healthier eating, Seminar, Hort-
Research & Zespri, Te Puke, New Zealand,
April 21, 2008.
22
Kazbare, L. – Why don’t (Danish) con-
sumers eat healthier? Breaking down
barriers to healthier eating, Seminar, Crop
& Food, Palmerston North, New Zealand,
April 23, 2008.
Kazbare, L. – Why don’t (Danish) con-
sumers eat healthier? Breaking down
barriers to healthier eating, Seminar,
Fonterra, Palmerston North, New Zealand,
April 24, 2008.
Kazbare, L. – Consumer intentions towards
healthier eating: Results of a survey with
adolescents and older people, IAREP/SABE
2008 Conference, Rome, Italy, September
5, 2008.   tainability, Middelfart, Denmark, May 14,
Kazbare, L. – Can consumer research
contribute to building stronger links be-
tween EU and New Zealand? Food-FRENZ
Conference, Budapest, Hungary, October
12, 2008.  ference AU-FOODNET, Aarhus, Denmark,
Krystallis, A. – Plant sterols: Consumer
attitudes and preferences, MAPP-konfe-
rence 2008: Functional Foods, Middelfart,
Danmark, 13. november, 2008.
Krystallis, A. – Welcome and introduction,
7th International MAPP Workshop on
Consumer Behaviour and Food Marketing:
Food Choice and Sustainability, Middelfart,
Denmark, May 14, 2009.
Krystallis, A. – Chair, 14th International
Conference on Corporate and Marketing
Communications (CMC), Nicosia, Cyprus,
April 23, 2009.
Krystallis, A. – Chair, 7th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Food Choice and
Sustainability, Middelfart, Denmark, May
14, 2009.
Kügler, J. – User-oriented food product
development: Food consumption 2.0,
FOOD Denmark PhD Congress 2009: A
Career within Innovation?, FOOD Den-
mark Research School, Lyngby, Denmark,
November 24, 2009.
Lähteenmäki, L. – Consumers and health
claims, Nordic Oat Forum, Svensk Havre-
förening, Göteborg, Sweden, October 31,
2008.
Lähteenmäki, L. – Impact of health claims
on consumer perception of other product
attributes, First European Food Congress,
EFFoST, Ljubljana, Slovenia, November 6,
2008.
Mapp – Annual report 2008 - 2009
Lähteenmäki, L. – Challenges in communi-
cation of the benefits of probiotics to consu-
mers, MAPP-konference 2008: Functional
Foods, Middelfart, Denmark, 13. november,
2008.
Lähteenmäki, L. – How consumers per-
ceive health claims and healthiness in food:
A challenge for communication, A Better
Life through Healthier Choices, Reykjavik,
Iceland, March 18, 2009.
Lähteenmäki, L. – Consumer perceptions
of local food, 7th International MAPP
Workshop on Consumer Behaviour and
Food Marketing: Food Choice and Sus-
2009.
Lähteenmäki, L. – Challenges in commu-
nicating the benefits of functional foods to
the consumer, Future Food: Opening Con-
April 30, 2009.
Lähteenmäki, L. – Importance of food-re-
lated goals and perceived resources in sa-
tisfaction with food-related life among the
elderly in Europe, 8th Pangborn Sensory
Science Symposium, Florence, Italy, July
26, 2009.
Lähteenmäki, L. – Food choice: Linking
sensory food science to product develop-
ment, SensNet Symposium, Copenhagen,
Denmark, October 22, 2009.
Nørgaard, M. K. – Families’ use of nutrition
information on food labels, 6th Inter-
national MAPP Workshop on Consumer
Behaviour and Food Marketing: Family
Dinner: Opportunities and Challenges of
Researching Families and Children as Food
Consumers, Middelfart, Denmark, April 10,
2008.
Nørgaard, M. K. – Mor, jeg vil hellere
have... : Familiers interne kommunikation
og konflikthåndtering, MAPP-konference
2009: Hyggelige familiemiddage eller
snack-helvede: Tendenser og muligheder
inden for mad, familie og sundhed, Middel-
fart, Danmark, 10. november, 2009.
Ormrod, R. P. – Healthiness and dairy
products: The key to the modern consu-
mer, Kvægkonference 2009, Vingsted,
Denmark, November 19, 2009.
Scholderer, J. – Genetically modified con-
sumer products: What we know so far?
University of Copenhagen, Denmark, April
10, 2008.
www.mapp.asb.dk
Scholderer, J. – Consumer acceptance
of functional foods and GMOs, Danish
Agricultural Council, Denmark, March 26,
2008.
Scholderer, J. – Meat-derived functional
ingredients: Current products and market
potential, Enterpise Ireland, Dublin, Ire-
land, October 15, 2008.
Scholderer, J. – People and pork,
QPorkChains Annual Meeting, INRA, Ren-
nes, France, October 29, 2008.
Scholderer, J. – Ordstyrer, MAPP-konfe-
rence 2008: Functional Foods, Middelfart,
Danmark, 13. november, 2008.
Scholderer, J. – Omega-3s: State of the
market, challenges and opportunities,
MAPP-konference 2008: Functional Foods,
Middelfart, Danmark, 13. november, 2008.
Scholderer, J. – Attitudes towards gene
technology and their dynamics, Swiss
Federal Institute of Technology (ETH),
Zurich, Switzerland, October 22, 2009.
Scholderer, J. – What do consumer re-
search and exposure assessment offer each
other?, 2009 ISES Annual Conference:
Transforming Exposure Science in the 21st
Century, Minneapolis, USA, November 2,
2009.
Scholderer, J. – Spise hjemme, ude eller på
farten: Svinekødets mange anvendelser,
MAPP-konference 2009: Hyggelige fami-
liemiddage eller snack-helvede: Tendenser
og muligheder inden for mad, familie og
sundhed, Middelfart, Danmark, 10. novem-
ber, 2009.
Sonne, A. M. – Use of micronutrient re-
commendations in SMEs: Results from a
qualitative study, EurRecA Week, Monte-
negro, June 9, 2008.
Søndergaard, H. A. – What is market dri-
ven innovation, Sales seminar, Arla Foods
Ingredients, Horsens, Denmark, September
17, 2008. 
Søndergaard, H. A. – Findes lead users
online?, Aalborg, Danmark, 6. april, 2009.
Søndergaard, H. A. – Approaching a more
holistic view of openness in innovation:
Fertilizing openness with network theory
and organizational learning, Friday semi-
nar, Stanford, USA, November 20, 2009.
Thøgersen, J. – Forbrugeres miljøadfærd:
Motiver og barrierer, Masteruddannelsen
i tekniskvidenskabelig miljøvurdering, Aal-
borg Universitet, 26. januar, 2008. 
Mapp – Annual report 2008 - 2009
Thøgersen, J. – The motivational roots of
norms for environmentally responsible
behavior, University of Groningen, The
Netherlands, April 11, 2008.
Thøgersen, J. – Fremtidens følsomme for-
bruger, Visionsdag om økologiske slagte-
kyllinger, Holstebro, Danmark, 27. oktober,
2008.
Thøgersen, J. – The motivational roots of
norms for environmentally responsible
behavior, University of Maastricht, The
Netherlands, October 29, 2008.
Thøgersen, J. – Consumer responses to
ecolabels, 7th International MAPP Work-
shop on Consumer Behaviour and Food
Marketing: Food Choice and Sustainability,
Middelfart, Denmark, May 14, 2009.
Thøgersen, J. – Wrap up, 7th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Food Choice and
Sustainability, Middelfart, Denmark, May
14, 2009.
Organiser of conferences and
workshops
Bech-Larsen, T. – Organiser, 7th Interna-
tional MAPP Workshop on Consumer Be-
haviour and Food Marketing: Food Choice
and Sustainability, Middelfart, Denmark,
May 13-14, 2009.
Bech-Larsen, T. – Arrangør, MAPP-semi-
nar: Kan barrierer nedbrydes? Handelshøj-
skolen, Aarhus Universitet, Århus, Dan-
mark, 3. juni, 2009.  national MAPP Workshop on Consumer
Brunsø, K. – Organiser, 6th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Family Dinner: Op-
portunities and Challenges of Researching
Families and Children as Food Consumers,
Middelfart, Denmark, April 9-10, 2008.
Brunsø, K. – Organiser, Food, Values and
Taste: An interdisciplinary conference,
University of Aarhus, Denmark, November
6-7, 2008.
www.mapp.asb.dk
Grunert, K. G. – Organiser, 6th Interna-
tional MAPP Workshop on Consumer
Behaviour and Food Marketing: Family
Dinner: Opportunities and Challenges of
Researching Families and Children as Food
Consumers, Middelfart, Denmark, April
9-10, 2008.
Grunert, K. G. – Organiser, MAPP Confe-
rence 2008: Functional Foods, Middelfart,
Denmark, November 13, 2008.
Grunert, K. G. – Arrangør, MAPP-seminar:
Kan barrierer nedbrydes? Handelshøjsko-
len, Aarhus Universitet, Århus, Danmark,
3. juni, 2009.  Kan barrierer nedbrydes? Handelshøjsko-
Grunert, K. G. – Organiser, MAPP Confe-
rence 2009: Nice family dinners or snack
hell: Tendencies and opportunities within
food, family and health, Middelfart, Den-
mark, November 10, 2009.
Grønhøj, A. – Organiser, 6th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Family Dinner: Op-
portunities and Challenges of Researching
Families and Children as Food Consumers,
Middelfart, Denmark, April 9-10, 2008.
Krystallis, A. – Organiser, 7th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Food Choice and
Sustainability, Middelfart, Denmark, May
13-14, 2009.
Larsen, M. D. – Organiser, MAPP Confe-
rence 2008: Functional Foods, Middelfart,
Denmark, November 13, 2008.
Nørgaard, M. K. – Organiser, 6th Inter-
Behaviour and Food Marketing: Family
Dinner: Opportunities and Challenges of
Researching Families and Children as Food
Consumers, Middelfart, Denmark, April
9-10, 2008.
23
Poulsen, L. V. S. – Organiser, 6th Inter-
national MAPP Workshop on Consumer
Behaviour and Food Marketing: Family
Dinner: Opportunities and Challenges of
Researching Families and Children as Food
Consumers, Middelfart, Denmark, April
9-10, 2008.
Stacey, J. R. – Organiser, 7th International
MAPP Workshop on Consumer Behaviour
and Food Marketing: Food Choice and
Sustainability, Middelfart, Denmark, May
13-14, 2009.
Stacey, J. R. – Arrangør, MAPP-seminar:
len, Aarhus Universitet, Århus, Danmark,
3. juni, 2009. 
Stacey, J. R. – Organiser, MAPP Conference
2009: Nice family dinners or snack hell:
Tendencies and opportunities within food,
family and health, Middelfart, Denmark,
November 10, 2009.
Thøgersen, J. – Organiser, 7th Internatio-
nal MAPP Workshop on Consumer Beha-
viour and Food Marketing: Food Choice
and Sustainability, Middelfart, Denmark,
May 13-14, 2009.
MAPP Editor
Aarhus School of Business Communications manager
Aarhus University Julia Rolsted Stacey
Haslegaardsvej 10
DK-8210 Aarhus V
Tel. +45 89 48 64 87
mapp@asb.dk
www.mapp.asb.dk