Abstract Although both the concept and the product tests are considered important in predicting the acceptance of new food products into the market, there is scant research in the relevant literature comparing the predictive power of both tests, simultaneously, for the same product. To shed light on this line of research, this study compares the explanatory capacities of concept and product testing in the introduction of a new wine. To achieve this, a structural equation model, integrating sensory benefits, social norms and emotional dimensions with two consumer samples (one for the concept testing and another for the product testing) was proposed and tested. The results obtained showed that the modeĺs explanatory capacity did not increase significantly when the new wine was tested (product testing) in comparison to when only information about the wine was presented (concept testing). In both cases, the variables that explain purchase intention are the same. These results have important practical implications and open new research lines that can contribute to the theories that try to explain the acceptance of new foods.

中文翻译：

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产品测试真的有区别吗？来自新酒推出的证据

摘要 尽管概念和产品测试在预测新食品进入市场的接受度方面都很重要，但相关文献中很少有研究同时比较两种测试对同一产品的预测能力。为了阐明这方面的研究，本研究比较了新酒推出过程中概念和产品测试的解释能力。为此，提出并测试了一个结构方程模型，该模型将感官利益、社会规范和情感维度与两个消费者样本（一个用于概念测试，另一个用于产品测试）相结合。获得的结果表明，与仅提供有关葡萄酒的信息（概念测试）相比，测试新酒（产品测试）时模式的解释能力没有显着增加。在这两种情况下，解释购买意愿的变量是相同的。这些结果具有重要的实际意义，并开辟了新的研究方向，可以为试图解释新食物接受度的理论做出贡献。