Effects of evoked consumption contexts on hedonic ratings: A case study with two fruit beverages

Emotional response to healthier foods: Influence of culture and health consciousness

Sugar, salt, and fat content in processed products are important concerns for consumers. Hence, alternative "healthy" versions of conventional foods such as chocolate, potato chips, and yogurt are offered. This work aimed to define the emotional response of consumers from different cultural backgrounds (Spain vs. Brazil) evoked by healthier versions of conventional products and the relationship between hedonic responses and health consciousness. A total of 186 Brazilian and 152 Spanish consumers participated in this online cross-cultural study. Participants answered a Health Consciousness Questionnaire and an emotional check-all-that-applies questionnaire using picture stimuli of conventional chocolate, potato chips, and yogurt and their healthier versions with less sugar, salt, and fat content, respectively. The Brazilians' emotional responses were more diverse for all stimuli compared to the Spaniards'. However, participants from both cultures rated an average of "slightly agree" on the health consciousness scale; a higher level of consumption, liking, and willingness to buy; and a higher frequency of positive emotional terms for the stimuli of conventional products compared to their healthier versions. A higher frequency of evocation of "active" is strongly associated with higher levels of health consciousness. Strategic actions by the food industry and government must consider cultural, emotional, and health-conscious factors to encourage the consumption of healthier foods. PRACTICAL APPLICATION: Food manufacturers can use the information obtained from this study to create healthier versions of their products that appeal to consumers' emotional responses and health consciousness levels. The findings can assist in designing strategic actions to promote healthier food consumption by emphasizing the benefits of healthier food choices and making them more appealing to consumers. The methodology employed in this study can also be applied to further studies aimed to assess emotional responses to food stimuli across different cultures.

Effect of perceptive enrichment on the efficiency of simulated contexts: Comparing virtual reality and immersive room settings

This study was designed within the methodological framework of sensory and consumer sciences, where conventionally internal and external validity are approached separately (e.g. CLT vs HUT). Here is explored the added value of new immersive strategies, such as virtual reality, on their ability to achieve both: internal and external validity. This article presents a comparative study between different experimental setups, involving more than 270 consumers. Two different immersive setups were appraised, simulating the consumption episode 'eating a sandwich for lunch in a park': a context room (N = 57) and a VR environment (N = 55). We added two control conditions: a real park in summer (N = 56) and scenario-only in sensory booths (duplicated condition, N1 = 59, N2 = 52). A set of sandwiches were evaluated in a between-participants design, with one duplicated recipe for a reliability assessment. Participants evaluated samples on hedonic criteria and closed the experiment with a questionnaire measuring their level of immersion. After classification of the questionnaire variables, seven underlying dimensions were identified, with significant differences between conditions on the credibility of the environment and the scenario. As expected, with strong external validity, the simulated environments were more immersive than the conventional booth with scenario and less immersive than a real-life environment. Although the immersive conditions did not stand out from the other conditions on the product evaluation performance, all the conditions revealed a high level of internal validity. Mean scores and rankings of the products, participants' repeatability and discriminatory power remained comparable to the real park environment indices.

Personal values, motives, and healthy and sustainable food choices: Examining differences between home meals and restaurant meals

People are increasingly eating out in restaurants, where meals tend to be higher in calories, less nutritious, and contain more meat. In this paper, we argue that differences in the motivational processes underlying people's food choices could help to explain why food choices made in restaurants are typically unhealthier and less sustainable than at home. Using online survey data from 301 Dutch participants, we compared the influence of stable personal values and transient food choice motives on the healthiness and sustainability of meals chosen in a hypothetical choice task, which was geared to the home and restaurant consumption contexts. As expected, participants opted for unhealthy and meat-based meals more often in the restaurant than the home context. Conservation values related negatively and self-transcendence values positively to choosing sustainable meals both in the home and in the restaurant context, although the relation with self-transcendence values was significantly weaker in the restaurant context. Also, taste and social eating were considered more important for choosing restaurant meals, while health was a more important motive for food choices at home. Finally, model comparisons revealed that motives were better predictors of healthy meal choices in both contexts, while the influence of values and motives on sustainable meal choices was more similar. In conclusion, the results from the present study enhance our understanding of differences between choosing home and restaurant meals by providing an account of the values and motives associated with the healthiness and sustainability of home and restaurant meal choices.

Frying dough with yellow mealworm oil: Aroma profile and consumer perception at a central location test and at home

Insect oil is a valuable fraction that is obtained from insect processing. The aim of this study is to evaluate the impact of yellow mealworm oil (YMW) oil (crude, deodorized, and blended with vegetable oil) on the sensory evaluation and aroma profile of fried dough. The sensory evaluation was performed in a sensory lab (central location test, CLT) and at home in order to examine how the evaluation environment or context impacts consumer perceptions. The strongest liking and preference were found for the donuts that were fried in 100% deodorized YMW oil and in YMW oil blended with vegetable oil. The evaluation environment did not affect overall liking scores but had an impact on sensory profiling, with more discriminating sensory terms observed for the test that was conducted at the sensory lab than for the test that was conducted at home. A distinctive profile of volatile organic compounds (VOCs) was found for every fried dough. The discrimination between VOCs and other frying oils that were observed is well in line with the sensory descriptors and the consumer test results. Acetic acid, acetic acid ethenyl ester, and tetrahydro-6-propyl-2H-Pyran-2-one were present in the doughs that were fried in crude YMW oil and in its blend with vegetable oil. They were absent from deodorized YMW oil and from its blend with vegetable oil. This study shows that, as far as fried donuts are concerned, deodorized YMW oil is an alternative to a vegetable oil-the two lead to similar sensorial experiences and preferences. PRACTICAL APPLICATION: Yellow mealworm oil (YMW) oil is a co-product of insect protein that can be valorized in the food industry. In the present study, it is demonstrated that the deodorization of YMW oil produces positive sensorial experiences and increases consumer acceptance of insect-based food. Furthermore, findings indicate that consumer testing at home yields similar acceptance and preference ratings suggesting that this type of testing may be an alternative means of collecting reliable consumer data.

Food Desires and Hedonic Discrimination in Virtual Reality Varying in Product–Context Appropriateness among Older Consumers

Immersive virtual reality (VR) videos can replicate complex real-life situations in a systematic, repeatable and versatile manner. New product development trajectories should consider the complexities of daily life eating situations. The creation of immersive contexts of a product with varying levels of appropriateness could be a useful tool for product developers in evaluating the extent to which context may influence food acceptance and eating behavior. This study explored virtual reality (VR) as an efficient context-enhancing technology through evaluations of protein-enriched rye breads and compared the effects of a VR-simulated congruent (VR restaurant) and incongruent (VR cinema) contexts on the acceptance in older consumers. A total of 70 participants were immersed in the two VR contexts and a neutral control context in a randomized order. The responses indicating the desire and liking for rye breads were measured, and the extent of immersion during context exposure was assessed by levels of the sense of presence and engagement. Immersive VR induced positive sensations of presence and a heightened level of engagement. The VR restaurant and neutral contexts were perceived as more appropriate for consuming rye breads and induced higher desire and liking for rye breads, which supported the notion of the alignment of congruent contexts with food desire and liking. The study provides new perspectives, practical methodologies, and discoveries in regard to the creation and application of VR-immersed contexts in food product evaluation. Moreover, it focused on a consumer segment (older consumers) that has seldom been investigated in previous relevant studies. The findings suggest that immersive VR technology, as a tool for evaluating contextual factors, is important for new product development. The good user experience among older consumers further indicated the potential value of VR as a context-enhancing tool for product development.

Consumer Acceptance of a Ready-to-Eat Meal during Storage as Evaluated with a Home-Use Test

A home-use test (HUT) is one method that provides a measure of ecological validity as the product is consumed in home under common daily use circumstances. One product that benefits from being evaluated in-home are ready-to-eat (RTE) meals. This study determined consumer acceptance of microwave-thermally-pasteurized jambalaya, a multi-meat and vegetable dish from American Cajun cuisine, and a control (cooked frozen jambalaya) through an on-line home-use test (HUT) over a 12-week storage period. Paralleling the HUT, an online auction determined consumers’ willingness to pay. The study also explored how the social environment may impact the liking of the meals when a partner of the participants joined the sensory evaluation of the meals. Consumers (n = 50) evaluated microwave-processed jambalaya stored at 2 °C and a control (cooked frozen jambalaya stored at −31 °C) after 2, 8 and 12 weeks of storage. Consumer liking of different sensory attributes was measured. Participants could choose to share the meals with a partner as a way to enhance ecological validity. The responses from 21 partners to the sensory-related questions were collected. After the sensory evaluation, the participants bid on the meal they had just sampled. Results showed that processing method (microwave vs. control) did not significantly influence the measured sensory attributes. Only flavor liking decreased over storage time (p < 0.05). The inclusion of partners significantly increased (p = 0.04) the liking of the appearance of the meals. The mean values of the bids for the meals ranged from $3.33–3.74, matching prices of commercially available jambalaya meals. This study found suggests that the shelf- life of microwave-processed meals could be extended up to 12 weeks without changing its overall liking. The study also shows the importance of exploring HUT methodology for the evaluation of consumers’ acceptance of microwave-processed jambalaya and how including a partner could contribute to enhance ecological validity.

Cross-cultural emotional response to food stimuli: Influence of consumption context

Emotional responses elicited by certain types of food can be influenced by past experiences, frequency of consumption, culture, and other personal preferences. The present research aimed i) to investigate the impact of culture (Brazilian and Spaniard) on consumers' emotional responses and acceptability of different food stimuli, and ii) to explore the influence of evoked contexts. Brazilian (n = 437) and Spanish (n = 397) participants were exposed to three visual food stimuli (image of chocolate, potato chips, and yogurt) in an online survey and reported their emotional responses. Sociodemographic data, liking, and frequency of consumption were also collected. The evoked context in our study were designed and proposed, for each product and culture, based on four dimensions (consumption time, location, social setting, and hungry state). The evoked emotional lexicon was different for each food stimulus and was clearly influenced by the cultural factor. However, there are more similarities between cultures when evaluating the same product category. The evoked contexts were appropriated and influenced the citing frequency of some emotion terms, including positive ones. The most cited emotion terms tended to positively impact product liking ratings, acting as drivers of liking. Consumption level was positively related to liking regardless of cultural interactions for both chocolate and potato chips stimuli. In conclusion, the cultural background demonstrated to be an important impact factor to be considered for understanding the effects of product, consumption occasions, and degree of liking, on emotional responses to foods. These findings offer new possibilities to be explored in marketing messages for interventions or stimuli that guide food choices.

The effects of contexts on consumer emotions and acceptance of a domestic food and an unfamiliar ethnic food: a cross-cultural comparison between Chinese and Korean consumers

Contexts are known to affect hedonic and emotional responses to various food products. This study was conducted to investigate the effects of context on consumer acceptance and emotion of a domestic food and an unfamiliar ethnic food. Here, 97 Chinese and 83 Koreans rated hedonic and emotional responses to Korean shallot-seafood pancake (Haemul-pajeon) and Chinese shallot pancake (Cōngyóubĭng), in a sensory or ethnic context. Context did not significantly influence liking, but the Koreans' liking for Cōngyóubĭng significantly decreased in ethnic context compared to sensory context. Context significantly influenced eliciting positive emotions to domestic foods, whereas the context that increased positive emotions differed by the nationality of the panel. Ethnic food evaluated in ethnic context elicited emotions with negative valence or high arousal, whereas actual tasting significantly reduced these emotions. The results suggest that previous experiences and associations moderate the effect of context on emotions and acceptance.

Minimal effect of evoked contexts in product testing with consumers: Case studies using typical consumption situations

Consumer studies conducted under central location test (CLT) conditions continue to be dominant in product research and context evocation have been suggested as an avenue to partly mitigate the lack of real consumption settings. In this research the influence of evoked context on product acceptability was investigated in eight diverse consumer studies (138-268 participants per study) through the use of between-subjects designs that allowed the comparison of hedonic scores obtained with and without evoked context. In a departure from previous research, consumers mentally evoked their typical consumption contexts for the focal product categories and content analysis of descriptions of these situations showed them to often be idiosyncratic. Results were partly product- and situation-specific, and in this regard replicated past research. The evoked context only significantly modified hedonic scores in two of the eight studies, whereas it increased sample discrimination in three studies. Thus, accumulating evidence now supports the conclusion that evoked context is less rather than more likely to impact hedonic responses. Nonetheless, a benefit of context evocation is to give products a more complete meaning, and this may motivate their continued use in CLT settings. For researchers who wish to continue their use, key considerations in implementation are discussed, including relevance in home-use testing (HUT). By asking consumers to describe a typical eating occasion for the tested products, useful understanding of product use and pairings is gained. Such data can be easily elicited from consumers and obtained independently of context evocation.

Comparison of a central location test versus a home usage test for consumer perception of ready-to-mix protein beverages

Ready-to-mix (RTM) whey protein beverages are an expanding product category, and sensory properties strongly affect consumer acceptance and purchase intent. Because consumers themselves prepare RTM whey protein beverages, understanding possible gaps between central location test (CLT) and home usage test (HUT) results is critical. The objectives of this study were to compare results obtained from a CLT and a HUT and to identify the drivers of liking and disliking vanilla-flavored RTM whey protein beverages. Fourteen commercial vanilla-flavored RTM whey protein beverages were rehydrated with spring water at 15% solids (wt/vol) and evaluated by a trained panel (n = 8). Ten representative products were selected for consumer testing. Rehydrated beverages were subsequently evaluated by protein beverage consumers (n = 160) in a CLT. Nine representative products were selected for the HUT. Consumers prepared and evaluated individual beverages over 3 consecutive weeks, trying 3 samples each week. Overall liking and other attributes were scored by consumers in both tests. Data were evaluated by univariate and multivariate statistical analyses. Overall liking scores from the HUT were higher than scores from the CLT. The products with the highest and lowest overall liking scores were consistent between the CLT and HUT. More differences were observed among beverages by CLT compared with HUT when liking was averaged across all consumers. Both methods identified 2 distinct consumer clusters. Fruity flavor and sweet taste were drivers of liking, whereas cardboard flavor and bitter taste were drivers of disliking in both methods. The HUT exclusively identified thickness (viscosity) as a driver of liking and astringency as a driver of disliking. These results suggest that a CLT can be used to differentiate consumer acceptance among vanilla-flavored RTM whey protein beverages. A HUT should be used to provide more intensive insights for mouthfeel and mixing experience-related attributes.

Perceived Situational Appropriateness as a Predictor of Consumers' Food and Beverage Choices

This research investigated whether perceived situational appropriateness (defined as the degree of fit between product and intended usage situations) is predictive of consumer choices for foods and beverages, on the theoretical premise that intended usage situation acts as a frame of reference in orienting choices. Extant research on the topic, though suggestive of a link, is very limited in scope and almost completely lacking with regards to choice behavior (as opposed to other aspects, such as food acceptability or intake). To address the hypotheses, data collected in a series of 15 experiments (N = 2,813 consumers in total)—covering a wide range of product categories and usage situations—are presented. In all studies, participants evaluated a set of stimuli varying with respect to perceived appropriateness (low to high), and evaluated each stimulus either monadically using a choice likelihood scale or by performing a discrete choice task. Regression analyses from all studies consistently indicated that perceived appropriateness significantly predicted choice response. The results were robust with respect to variation in product category and experimental protocol and, overall, strongly support the notion that appropriateness can provide a simple yet powerful (in some case accounting for over 50% of variance) predictor of consumer choice. Effect sizes varied substantially: perceived appropriateness explained from a minimum of 3% to over 65% of variance in consumer choice, and this variation was linearly related to the degree of product heterogeneity in the product sets. This research also investigated possible moderators of the link between appropriateness and choice, by relating the results to consumers' product familiarity and involvement. While both traits significantly (and positively) affected choice, they did not interact with appropriateness. Possible explanations for these results, as well as other possible candidate moderators to explore in future research, are highlighted.

Reprint of "Capturing consumer perception of vegetable freshness in a simulated real-life taste situation"

Consumer testing in re-created purchase or consumption contexts may produce results with a higher external validity than laboratory testing and be a valid alternative to consumer testing in real-life contexts. Hence, the present study evaluates the utility of a novel immersive approach in sensory consumer testing. An immersive multisensory room was designed to reproduce consumption conditions close to real life, with large wall screen projections, audio and olfactory stimuli and furniture consistent with the video scenario. Overall liking and perceived freshness of two vegetable products (salad tomato and wild rocket) at different storage time were evaluated by a group of volunteers, regular consumers of the products. Evaluations were performed both in a immersive environment setting - the scenario was the dining room of a holiday farm overlooking a patio and the countryside - and in a traditional sensory lab setting, as a control. The magnitude of liking was higher when evaluations were performed in the immersive environment setting than in the traditional lab setting. However, the discrimination efficacy for freshness and liking of stored and un-stored vegetables was reduced in the immersive environment with respect to the control lab. Additional research, aimed at exploring other products and other consumption or purchase immersive scenarios, will further clarify whether these findings are product-dependent or determined by the contingent immersive situation.

Environmental Immersion's Influence on Hedonics, Perceived Appropriateness, and Willingness to Pay in Alcoholic Beverages

The eating experience is multimodal. As we consume a dish, we perceive much more than that which initially activates the senses, including influences from our surroundings. Foods sampled in experimental settings are largely evaluated within a sensory booth, an environment designed to be devoid of such external or non-standardized stimuli, so that participants can focus solely on the sample itself. In natural experiences, we rarely consume food in such isolation—context is actually key to many dining experiences and can have an integral role in how we perceive the foods we eat. Using virtual reality to artificially provide this context, we tested how the setting in which a beverage was consumed influenced perception of two different samples. Virtual environments were formed by processing custom-recorded 360 degree videos and overlaying audio, text, and sensory scales to simulate a typical sensory evaluation. Participants were asked to taste two alcoholic beverages, a beer and a sparkling wine, in two virtual contexts, a bar and a winery. The results indicated that participants’ willingness to pay for, and overall enjoyment of the sparkling wine increased when placed in the winery context, with no change between the two virtual contexts for the beer sample. This occurred without alteration of the samples’ sensory properties or the ability of panelists to identify the beverage they were drinking; however, perceived appropriateness of the samples for the setting was strongly influenced by the context in which they were sampled, suggesting that perceived appropriateness for a surrounding may play a role in the degree to which we enjoy a food. Results provide further proof that artificially-applied context, such as that provided by virtual reality, can further the sensory testing of foods.

Dynamic Context Sensory Testing-A Proof of Concept Study Bringing Virtual Reality to the Sensory Booth

Eating is a multimodal experience. When we eat, we perceive not just the taste and aroma of foods, but also their visual, auditory, and tactile properties, as well as sensory input from our surroundings. Foods are commonly tested within a sensory booth, designed specifically to limit such input. Foods are not commonly experienced in such isolation, but alongside this context, which can alter how a food is perceived. In this study, we show that the sensory properties of food can be altered by changing the environment it is consumed in, using virtual reality (VR) to provide an immersive, dynamic context to the eating experience. The purpose of this project was to develop an affordable and easy-to-implement methodology for adapting VR technology to sensory evaluation, without prohibitive amounts of expensive equipment or specialized programming knowledge. Virtual environments were formed by processing custom-recorded 360 degree videos and overlaying audio, text, sensory scales, and images to simulate a typical sensory evaluation ballot within the VR headset. In a pilot test, participants were asked to taste 3 identical blue cheese samples in 3 virtual contexts-a sensory booth, a park bench, and a cow barn. Respondents rated their liking of the sample, as well as its saltiness, and pungency, attributes either reflective of one context (pungency in the barn), or presumably unrelated (saltiness). Panelists duly rated the sample's flavor as being more pungent when consumed in the barn context. These results provide proof of concept for VR in applied sensory studies, providing an immersive context to a sensory test while remaining in place.

PRACTICAL APPLICATION

We consume foods in environments that can "spill over" into our perceptions of the food. Thus, we consider some foods "unsuitable" for certain settings, with others deemed more suitable for this locale. This has been studied for many years as sensory "context," with written descriptions, pictures, or videos of such contexts. We present a method generating virtual reality contexts without any specist programming knowledge, for a few hundred dollars. In an accompanying pilot test, perception of a sample was significantly influenced by the VR context in which it was delivered.

Wine consumers' subjective responses to wine mouthfeel and understanding of wine body

Wine mouthfeel is considered important for wine quality by experts, while consumers understanding of mouthfeel and the role of wine body in their wine choice is unknown. One experiment determined the influence of intrinsic wine mouthfeel on consumers' wine liking and emotions, and the other, how consumers understand the term wine body. The first experiment used a 2 astringency level×2 body level experimental design. The samples were base wine with; nothing added (control), added xanthan gum (for increased body), added grape seed extract (GSE, for increased astringency), and with both added xanthan gum and GSE. The consumer taste trial (n=112) indicated that wine with increased body did not influence wine liking and emotions; while increased astringency decreased liking and elicited more intense negative emotions. The second experiment examined consumers' knowledge of wine body through an online survey (n=136). Consumers described wine body most frequently using words such as flavour, fullness, and strength. Wine body was therefore understood by consumers predominantly as a holistic multi-sensory perception of flavour. Wine flavour was indicated by consumers to be the most important factor driving purchase decisions followed by balance of flavours and wine body. It is crucial that wine professionals carefully communicate wine characteristics to consumers to prevent possible misunderstandings such as the meaning of wine body and as a result better meet consumer expectations. In future, the term body may benefit from a clearer definition for academic research as well as industry.

Characterizing and improving the sensory and hedonic responses to polyphenol-rich aronia berry juice

Interest in nutrient-rich berry juices is growing, but their high polyphenol levels render them sensorily unappealing. Fifty adults, who were assessed for sensory phenotype and dietary behaviors, provided sensory and palatability ratings of juices from 'Viking' aronia berries for each of seven harvest weeks. By peak harvest, juice preference increased two-fold, averaging neither like/dislike. This hedonic shift was associated with: increases in juice sugars paralleling increases in perceived sweetness (maximum = weak); reductions in percent acidity paralleling reductions in sourness (minimum = moderate), astringency (minimum = to just above weak) and bitterness (minimum = just below weak). About 25% of adults liked the aronia juice, including adults who also liked an aqueous citric acid solution (average rating = moderately sour) or those who reported adventurous eating behaviors. Bitter taste phenotype, measured by propylthiouracil or quinine bitterness, failed to explain significant variation in juice sensation or preference. We also collected sensory and preference ratings from juice collected at peak harvest blended with sugar and/or sweet olfactory flavoring (10 ppm ethyl butyrate). Increasing juice sweetness by adding 5% sucrose decreased sourness and improved preference from weak dislike to weak like. Adding sweet olfactory flavoring decreased juice sourness without changing preference. Adding sweet flavoring and 3% sucrose resulted in reduction of sourness and improvements in preference ratings comparable to 5% added sucrose. Neither added sugar nor flavoring blocked juice astringency. In summary, these findings suggest that aronia juice, even from berries picked at peak harvest, appealed to only a few adults (sour likers or adventurous eaters). Although enhanced sweetness, with added sugar and sweet olfactory flavoring, improved aronia juice preference, broader sensory approaches are required to blunt astringency for greater consumer appeal.