Recent studies have indicated analytic-holistic cognitive style differences of consumers can significantly impact perceptions, opinions, and behaviors toward foods. Interestingly, these studies have also offered evidence that the sole measurement tool to assess analytic-holistic tendencies, the analysis-holism scale (AHS), may not accurately apply to food-experience-related research scenarios. Due to these notions, Studies 1 and 2 employed the use of 465 and 487 participants, respectively, to develop, refine, and finalize a food-related AHS (F-AHS) using exploratory and confirmatory factor analyses and prior research on analytic-holistic differences and scale development. Study 3 was conducted to validate the newly developed F-AHS, based on the results of Studies 1 and 2, by replicating the procedures and analyses from prior research while using the F-AHS instead of the AHS to segment participants (N = 130). The results of Study 3 provided consistent evidence that the F-AHS better separated participants into analytic and holistic groups than the AHS through larger analytic-holistic differences that more closely aligned with prior analytic-holistic research. Our findings showed that the F-AHS is capable of separating consumers into analytic and holistic cognitive style groups and is better suited to sensory and consumer-related applications than the AHS. PRACTICAL APPLICATION: Our findings provide researchers with an optimized tool to separate consumers into analytic and holistic groups in food-experience-related situations. The food-related analysis-holism scale can then be used in both academia and industry to separate consumers based on cognitive style to better understand how and why consumers show variations in perception, acceptance, and behavior in food-related experiences.
Keywords: analysis-holism scale; analytic; cognitive style; culture; food-related analysis-holism scale; holistic; perception.
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