Yes, Chef! Experimenting Congruence Between the Chef of Cuisine and Informational Clues

Autores

  • Leonardo Aureliano-Silva <p>Universidade Anhembi Morumbi - UAM</p><p>Escola Superior de Propaganda e Marketing - ESPM</p>
  • Sergio Luis do Amaral Moretti Universidade Anhembi Morumbi - UAM
  • Carlos Alberto Alves Universidade Anhembi Morumbi - UAM

Resumo

ABSTRACT: Literature on congruence has neglected studies in gastronomy regarding the congruence between the chef of cuisine and the cuisine in which they act. This study analyzed the congruence effect, the type of cuisine and the informational clue. Two experiments were executed, and were found that the congruence between a Japanese chef of cuisine and Japanese cuisine results in higher approval rates regarding the intention of buying sushi and the attitude of the consumer when compared to a Brazilian chef. In the second experiment, when an informational clue was added to the restaurant advertisement (a Michelin star), the chefs received equal evaluations, and it was observed that congruence interacted with informational clue. It should be highlighted that the evaluation of the Japanese chef’s cuisine did not depend on the informational clue, while the Brazilian chef received a higher evaluation when the Michelin star was on the restaurant advertisement.

Trilha: Estratégias e Gestão Varejista

Biografia do Autor

Leonardo Aureliano-Silva, <p>Universidade Anhembi Morumbi - UAM</p><p>Escola Superior de Propaganda e Marketing - ESPM</p>

Professor do Mestrado Profissional Gestão em alimentos e bebidas - Universidade Anhembi Morumbi - UAM

Professor do curso de bacharelado em Administração - ESPM

Sergio Luis do Amaral Moretti, Universidade Anhembi Morumbi - UAM

Coordenador e Professor do Mestrado Profissional Gestão em alimentos e bebidas - UAM

Carlos Alberto Alves, Universidade Anhembi Morumbi - UAM

Professor do Mestrado Profissional Gestão em alimentos e bebidas e Programa de Pós-Graduação em Hospitalidade - Mestrado e Doutorado - UAM

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Publicado

2017-10-11

Conferência

CLAV 2017 - 10o. Congresso Latino Americano de Varejo

Modalidade

Artigos - Científicos