What Features Drive Rated Burger Craveability at the Concept Level?

This paper deals with the analysis of drivers for self‐defined craveability assessed in an Internet‐based, conjoint analysis task. The stimuli comprised 36 descriptions of restaurant hamburgers, including product features, benefits, restaurant names, and emotional reactions that might ensue after eating the hamburger. Elements were combined into concepts by experimental design, and the resulting concepts evaluated by 145 respondents, on the attribute of craveability. Models relating the presence/absence of concept elements to ratings revealed that statements about the hamburger itself were the most powerful, but that no single element was highest across all the respondents. Segmentation of the 145 individuals by the pattern of their individual utilities revealed four key segments. These are Elaborates who may be sensory‐oriented and respond strongly to product descriptions; Classics who like the notion of a grilled hamburger; Imaginers who respond to restaurant name and advertising copy; and Emotionals who respond to statements about food to descriptions how the eater feels after consumption.