Stimulus collative properties and consumers’ flavor preferences☆

Responsiveness to warning sensations and anxiety-related psychological traits modulate individual differences in preference for vegetable foods with varied sensory properties

The innate aversion to warning sensations is an important barrier to the acceptance of vegetable food often characterized by bitter and sour tastes, and astringency. Large individual variations exist in preference for this food category. The present study aimed at exploring differences in demographics, anthropometrics, taste responsiveness, personality traits and attitudes in consumers differing in their preference for vegetable food with varied levels of warning sensations. A panel of Italian consumers (n = 718; 53.6% women, age 18-74 years) self-reported familiarity with, preference for and choice of vegetables with high and low levels of warning sensations. Two clusters were identified: High Warning-Vegetable Consumers (HWVC, n = 464) and Low-Warning Vegetable Consumers (LWVC, n = 254). HWVC showed higher familiarity with and preference for vegetables as a whole and higher choice of vegetables characterized by warning sensations than LWVC. HWVC were more represented by older and normal weight individuals as compared to LWVC. Differences among clusters in liking for and perception of a phenol-enriched plant-based food model specifically developed to induce different levels of bitterness, sourness and astringency were found. HWVC rated bitterness, sourness, and astringency lower and liking higher than LWVC. Scores in anxiety-related psychological traits were lower while attitudes to healthy and high-quality food choice were higher in HWVC than in LWVC. The results of the present study depicted a coherent interplay among several person-related dimensions in modulating preference for vegetable foods. Higher responsiveness to warning sensations, higher level of anxiety-related traits, lower importance assigned to food healthy/quality aspects and younger age all acted as barriers to exposure and acceptance of vegetable food and call for a multidimensional approach to promote the consumption of this food category.

The Effect of Vice-Virtue Bundles on Consumers' Purchase Intentions for Vice Packaged Foods: Evidence from Randomized Experiments

Packaged foods have significantly expanded their market presence, with the utilization of vice-virtue bundles gaining momentum, particularly in the realm of vice-packaged foods. Consequently, understanding how consumers respond to vice-packaged food with vice-virtue bundles (i.e., vice-packaged food combined with virtue ingredients) becomes crucial. This research investigates this issue through four experiments employing a one-way between-subjects design, incorporating distinct stimuli and measures, and involving samples from diverse sources. In Experiment 1 (n = 172), Experiment 2 (n = 169), and the follow-up experiment (n = 153), variance analysis, chi-square test, and mediating analysis demonstrate that consumers are more inclined to purchase vice-packaged food with vice-virtue bundles owing to the perception of it being healthier than vice packaged food with vice-virtue bundles. Furthermore, Experiment 3 (n = 249) employs moderated mediation analysis, uncovering that both the heightened purchase intention for vice-packaged food with vice-virtue bundles and the mediating effect of perceived healthiness are attenuated among consumers with prevention (vs. promotion) focus. Beyond contributing to theories on packaged food consumption, vice-virtue bundles, and regulatory focus theory, these findings hold practical implications for packaged food marketing, promoting rational food choices, and enhancing healthier diets.

High arousal as the source of food rejection in food neophobia

Food neophobia (FN) at moderate to high levels is very common among adult populations in all cultures and is usually defined in terms of rejection of unfamiliar foods. However, food rejection in FN is only partly related to food familiarity. Experimental and survey studies have suggested that unpleasantly high arousal may be induced by food novelty, but also be produced by foods with intense or complex flavours, that are perceived as dangerous or foreign, or that have unusual ingredients. Liking for foods with these characteristics have recently been shown to be strongly negatively associated with FN. Thus, induced high arousal may underlie food rejection in FN. Here, we collected familiarity, liking and arousal ratings, and scores on the standard Food Neophobia Scale from more than 7000 consumers in four countries - Australia, United Kingdom, Singapore, Malaysia - for a series of food names that were manipulated to produce standard and 'high arousal' (variant) versions of the same foods. Consistent across all four countries, arousal ratings increased, and liking decreased, with decreases in food familiarity. Variant food names were always associated with ratings of higher arousal than the standard names. The variant foods were generally less familiar than the standard foods, although this was not a necessary condition for their higher arousal ratings, suggesting that the other arousal-inducing factors (e.g., flavour intensity) also played a role. Across all foods, arousal ratings increased, and liking ratings decreased, as FN increased, but these effects were accentuated for the variant foods. The consistency of these effects across multiple countries supports a view that arousal is universally a strong determinant of liking for foods and that this underlies the rejection of foods, familiar and novel, in FN.

Consumer perception of plant-based yoghurt: Sensory drivers of liking and emotional, holistic and conceptual associations

Plant-based (PB) yoghurts is a rapidly expanding food category with the potential to reduce many of the negative environmental impacts associated with the farming of dairy cattle and related greenhouse gas emissions. Within the context of growing consumer demand for PB products, this research aimed to identify the main drivers of consumer acceptance of PB yoghurts through data drawn from a consumer study of 113 adult New Zealand participants who tasted a representative range of commercially available vanilla-flavoured PB yoghurts, and provided sample evaluations using a multi-variable measurement approach comprised of liking ratings, emotional responses, sensory characterisations, and holistic / conceptual perceptions. The primary finding of this study was that the overall acceptability of currently available PB yoghurts is low, leading to poor attitudes and low willingness to consume PB yoghurts. The examined products were characterised by the presence of several sensory attributes that negatively impacted consumer liking, either because they were unexpected or because their intensity level was too high. Among the main sensory issues identified were perceived sourness (acidity), lumpy appearance and non-white colour. In contrast, vanilla flavour and a creamy/smooth texture were identified as the main drivers of liking. The multi-response approach used in this study enabled a comprehensive characterisation of the products. One of the key insights gained was that negative emotional activation, caused by the presence of unexpected sensory attributes in the samples, was the main driver of product rejection. This was likely due to the disparity between consumers' sensory expectations, formed primarily based on their experience with dairy yoghurts, and the actual experience upon tasting the PB yoghurts. Overall, the findings indicate that the sensory properties of currently available PB yoghurts are a significant barrier to their adoption by most consumers and that addressing these sensory deficiencies is essential to achieving mainstream market acceptance of these products.

Waking up "We" or "I"? How Start Temporal Landmarks Influence Arousal Product Preferences

Start temporal landmark is the beginning of a period of time. Previous research has established that individuals have the need for arousal at the start temporal landmarks but less research has focused on individual differences and the relationship between self and others (independent vs. interdependent). This research examines the influence of individuals' self-construal on the relationship between start temporal landmarks and arousal product preference. Three experiments with 1136 participants were recruited from a university, community, and online store in Southern China. The data were analyzed by Cochran-Mantel-Haenszel on SPSS 26.0 software program. The results showed that self-construal influenced the effect of start temporal landmarks on arousal product preference. Specifically, compared with ordinary temporal landmarks, individuals with interdependent self-construal prefer high arousal products under start temporal landmarks, whereas those with independent self-construal show no significantly different preference for high or low arousal products under the start temporal landmarks. Furthermore, psychological resources play a mediating role. This research extends the theoretical research on self-construal in the field of temporal landmarks and arousal. It also has important practical implications for improving the sales of high arousal products.

E-Senses, Panel Tests and Wearable Sensors: A Teamwork for Food Quality Assessment and Prediction of Consumer’s Choices

At present, food quality is of utmost importance, not only to comply with commercial regulations, but also to meet the expectations of consumers; this aspect includes sensory features capable of triggering emotions through the citizen’s perception. To date, key parameters for food quality assessment have been sought through analytical methods alone or in combination with a panel test, but the evaluation of panelists’ reactions via psychophysiological markers is now becoming increasingly popular. As such, the present review investigates recent applications of traditional and novel methods to the specific field. These include electronic senses (e-nose, e-tongue, and e-eye), sensory analysis, and wearables for emotion recognition. Given the advantages and limitations highlighted throughout the review for each approach (both traditional and innovative ones), it was possible to conclude that a synergy between traditional and innovative approaches could be the best way to optimally manage the trade-off between the accuracy of the information and feasibility of the investigation. This evidence could help in better planning future investigations in the field of food sciences, providing more reliable, objective, and unbiased results, but it also has important implications in the field of neuromarketing related to edible compounds.

Free-Energy Model of Emotion Potential: Modeling Arousal Potential as Information Content Induced by Complexity and Novelty

Appropriate levels of arousal potential induce hedonic responses (i.e., emotional valence). However, the relationship between arousal potential and its factors (e.g., novelty, complexity, and uncertainty) have not been formalized. This paper proposes a mathematical model that explains emotional arousal using minimized free energy to represent information content processed in the brain after sensory stimuli are perceived and recognized (i.e., sensory surprisal). This work mathematically demonstrates that sensory surprisal represents the summation of information from novelty and uncertainty, and that the uncertainty converges to perceived complexity with sufficient sampling from a stimulus source. Novelty, uncertainty, and complexity all act as collative properties that form arousal potential. Analysis using a Gaussian generative model shows that the free energy is formed as a quadratic function of prediction errors based on the difference between prior expectation and peak of likelihood. The model predicts two interaction effects on free energy: that between prediction error and prior uncertainty (i.e., prior variance) and that between prediction error and sensory variance. A discussion on the potential of free energy as a mathematical principle is presented to explain emotion initiators. The model provides a general mathematical framework for understanding and predicting the emotions caused by novelty, uncertainty, and complexity. The mathematical model of arousal can help predict acceptable novelty and complexity based on a target population under different uncertainty levels mitigated by prior knowledge and experience.

Variations in the Strength of Association between Food Neophobia and Food and Beverage Acceptability: A Data-Driven Exploratory Study of an Arousal Hypothesis

The negative impact of food neophobia (FN) on food and beverage (F&B) liking extends beyond foods and beverages that are novel. In addition, F&Bs that are high in flavour intensity, perceived as dangerous, or have connections to other cultures are likely to elicit rejection by those high in FN. Each of these factors have been established as producing increased arousal, potentially to an unpleasant degree. The aim of this study was to explore the hypothesis that increased arousal underlies all causes of rejection due to FN. To do this, we analysed and interpreted existing data based on online surveys that measured FN and liking for a broad range of F&B names from 8906 adult consumers in the USA, United Kingdom, Australia, Germany and Denmark. Negative associations between FN and liking of varying strengths were evident for 90% of the F&Bs. Consistent with the arousal hypothesis, F&Bs (a) with high flavour intensity, whether produced by chilli, other spices, or flavours, (b) from other cultures, (c) often perceived as dangerous, or (d) that were novel or had novel ingredients showed the strongest negative relationships between FN and liking. Conversely, F&Bs whose liking scores were only very weakly related to FN had low arousal characteristics: high familiarity, sweetness, mild flavours, strong connections to national food cultures, or some combination of these factors. Since this study was exploratory and conducted on existing data, there was no direct measure of arousal, but this is recommended for future, stronger tests of this arousal hypothesis.

A Conceptual Framework for Multi-Dimensional Measurements of Food Related Pleasure-The Food Pleasure Scale

In modern times, the majority of food intake is believed to be driven by hedonic processes, rather than homeostatic ones. Various factors have been found to influence the hedonic eating experience and thereby influence eating behaviour, and each factor can be regarded a piece that contributes to parts of the total picture of the hedonic response to food. As a result, the literature on the hedonic response to food-related experiences is comprehensive, but at the same time rather fragmented; and importantly, it is not clear how individuals/segments differ in key drivers of their hedonic experience and the extent to which food pleasure is perceived. In this paper, we present a conceptual framework for the development of a scale (self-report questionnaire) to measure the qualitative and quantitative aspects of food-related pleasure, the Food Pleasure Scale. We introduce the concept of (an)hedonia and scales developed in the past for its measurement, identify the spectrum of characteristics influencing food-related pleasure and explain the relevance of developing such a scale. Based on this theoretical framework, a strategy for the development of the Food Pleasure Scale is proposed.

The Influence of Bottle Design on Perceived Quality of Beer: A Conjoint Analytic Study

Research on the influence of packaging on consumer perception of beer and other alcoholic beverages suggest an important role in capturing consumers’ attention and generating expectations on perceived product quality, and in particular that color, bottle shape, and label design are key aspects. There is, however, a paucity of research looking at interactions between different aspects of packaging design. This is a topical issue given an increasingly saturated market where especially craft breweries strive for differentiation and brand recognition. Situated within this context, the present research used a conjoint analytic approach to investigate the effect of packaging design on consumer perceived quality and liking for beers. Beer images were designed to systematically vary in four design factors—label color, label shape, label complexity, and bottle shape—and evaluated in an online survey with a representative sample of Danish beer drinkers. Two of the design factors—label color and bottle type—significantly affected consumers’ product evaluations, whereas the other two factors did not. Post-hoc analyses of the main effects indicated that the combination of a “Bomber” bottle shape and a warm color scheme in the label as the optimal combination of design factors to maximize consumer preferences. Preference for the Bomber bottle was linked to a perceived premiumness associated with a preference for curvatures (as opposed to angularity), whereas the preference for warm colors was tentatively explained as due to crossmodal correspondences generating favorable sensory expectations for this color scheme.

The Effect of Plating, Ingredients, and Cooking Processes on the Acceptance and Authenticity of Ethnic Rice Dishes

Familiarity and ethnic authenticity have a significant influence on the liking of ethnic food. Thus, it is crucial to identify the degree to which a dish can be modified in order to increase hedonic responses and familiarity without the loss of ethnic authenticity. This study determined the degree to which perceptions of the Korean rice dish, bibimbap, would vary upon modification of its ingredients, cooking process, or plating using the Southeast Asian market as a model system. The dish was prepared in Korean style or as Nasi Goreng, the Southeast Asian style. Eight formulations (2 ingredients × 2 cooking methods × 2 plating styles) were tested by panels, including 77 Southeast Asians and 72 Koreans. Hedonic responses, familiarity, ethnic authenticity, and purchase intent were evaluated using a nested analysis of variance. Ingredients and cooking methods had a significant influence on liking and perceived ethnic authenticity. In addition, plating had a substantial effect on the perception of ethnic authenticity and expected liking. Overall, the rate of positive responses increased when region-specific cooking processes and plating were matched. Taken together, our results suggest that modification of familiar dishes needs to be carefully considered as it can have complex effects on liking and perceived ethnic authenticity.

Modeling Emotions Associated With Novelty at Variable Uncertainty Levels: A Bayesian Approach

Acceptance of novelty depends on the receiver's emotional state. This paper proposes a novel mathematical model for predicting emotions elicited by the novelty of an event under different conditions. It models two emotion dimensions, arousal and valence, and considers different uncertainty levels. A state transition from before experiencing an event to afterwards is assumed, and a Bayesian model estimates a posterior distribution as being proportional to the product of a prior distribution and a likelihood function. Our model uses Kullback-Leibler divergence of the posterior from the prior, which we termed information gain, to represent arousal levels because it corresponds to surprise, a high-arousal emotion, upon experiencing a novel event. Based on Berlyne's hedonic function, we formalized valence as a summation of reward and aversion systems that are modeled as sigmoid functions of information gain. We derived information gain as a function of prediction errors (i.e., differences between the mean of the posterior and the peak likelihood), uncertainty (i.e., variance of the prior that is proportional to prior entropy), and noise (i.e., variance of the likelihood function). This functional model predicted an interaction effect of prediction errors and uncertainty on information gain, which we termed the arousal crossover effect. This effect means that the greater the uncertainty, the greater the information gain for a small prediction error. However, for large prediction errors, greater uncertainty means a smaller information gain. To verify this effect, we conducted an experiment with participants who watched short videos in which different percussion instruments were played. We varied uncertainty levels by using familiar and unfamiliar instruments, and we varied prediction error magnitudes by including congruent or incongruent percussive sounds in the videos. Event-related potential P300 amplitudes and subjective reports of surprise in response to the percussive sounds were used as measures of arousal levels, and the findings supported the hypothesized arousal crossover effect. The concordance between our model's predictions and our experimental results suggests that Bayesian information gain can be decomposed into uncertainty and prediction errors and is a valid measure of emotional arousal. Our model's predictions of arousal may help identify positively accepted novelty.

What makes the hedonic experience of a meal in a top restaurant special and retrievable in the long term? Meal-related, social and personality factors

Knowing what makes a top gastronomy experience unique and retrievable in the long term is of interest for scientific and economic reasons. Recent attempts to isolate predictors of the hedonic evaluation of food have afforded several factors, such as individual and social attributes, or liking/disliking profiles. However, in these studies relevant variables have been examined in isolation without an integrative perspective. Here we investigated 80 guests enjoying a 23-course meal in a top gastronomy restaurant, in groups of four. Our main question concerned the factors driving the overall evaluation of the meal at its conclusion and after three months. To this aim we administered the Big Five Personality Inventory before the meal, dish-by-dish hedonic ratings, and a multi-dimensional Meal Experience Questionnaire (MEQ) at the end of the meal. Hedonic evaluations of the meal were collected immediately after the meal and three months later. Better immediate overall evaluations were predicted by both the number of peaks in dish-by-dish ratings and by positive ratings of the final dish. Both factors and the number of troughs were also critical for the long-term evaluation after three months. The MEQ dimensions overall interest, valence and distraction predicted immediate evaluations, while the long-term evaluations were determined by interest and high scores on the personality traits agreeableness and conscientiousness. High consistency of the hedonic ratings within quartets indicated the relevance of commensality for the meal experience. The present findings highlight the simultaneous relevance of food- and personality-related factors and commensality for a top gastronomy meal experience in the short and long-run. The uncovered relationships are of theoretical interest and for those involved in designing meals for consumers in various settings.

Consumers' view on determinants to food satisfaction. A qualitative approach

The objective of this study was to gain a better understanding of the multiple determinants to food satisfaction from a consumer perspective. The study includes two focus groups with a total of 20 consumers varying in gender, age, employment and food interest. The results were divided into sections based on the main themes that arose from analysing the focus groups; i) sensory properties, ii) physical wellbeing, iii) expectations and desires, iv) the food context and v) comparison of the importance of the various determinants to satisfaction. Factors important for food satisfaction appear before as well as during and after intake. Before intake, the important factors are; expectations and desires based on memories about previous food experiences and the context in which the food is perceived. Physical wellbeing was mentioned important for the feeling of satisfaction, included in physical wellbeing is the experience of an appropriate energy level after intake. In general the sensory experience seems to be the primary determinant to satisfaction. The hedonic experience of eating could be enhanced by the social company and knowledge about the food inclusive health value and origin. Findings from the study will prospectively be used to develop a questionnaire. The questionnaire will be applied in case studies to measure factors influential in food satisfaction.