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Research article - Peer-reviewed, 2014

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

Fernqvist, Fredrik; Ekelund Axelson, Lena


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. (C) 2013 Elsevier Ltd. All rights reserved.


Consumer attitudes; Quality perception; Hedonic liking; Extrinsic characteristics; Credence cues

Published in

Food Quality and Preference
2014, Volume: 32, pages: 340-353