Sensory expectations based on product-extrinsic food cues: An interdisciplinary review of the empirical evidence and theoretical accounts

Effect of packaging with versus without candy-oriented marketing themes on the appeal and sensory attributes of flavoured e-cigarettes

SIGNIFICANCE

E-cigarettes with candy-themed marketing are implicated in decisions to first try e-cigarettes but have unknown effects on the experience of vaping. We compared adults' perceived appeal and sensory attributes after self-administering flavoured e-cigarettes in experimentally manipulated packaging with candy-themed versus standard marketing. We also assessed effect modification by salt vs free-base nicotine formulation.

METHODS

Adults who currently used e-cigarettes and/or cigarettes (N=72; age M(SD)=31.4 (12.8) years) completed single-puff self-administrations from eight individually-packaged pods containing fruit or dessert-flavoured e-liquid via staff-guided video sessions. For each e-liquid flavour, we custom-manufactured packaging with standard (eg, 'mango'; mango fruit image) and candy (eg, 'mango gummy bear'; gummy bear image) marketing versions, which we varied within-subject (four pods candy; four pods standard). After participants opened the package and vaped the pod inside, they rated its sensory attributes and appeal (0-100 scale). Participants were randomised between subjects to salt or free-base ~2.3% nicotine in all pods.

RESULTS

Marketing theme had no significant main effects on outcomes. Marketing theme × nicotine formulation interactions were significant; candy-themed (vs standard) packaging elevated composite appeal (Bdifference [estimated mean difference between marketing themes]=7.7), liking (Bdifference=8.4), and sweetness (Bdifference=5.7) ratings in free-base but not salt nicotine formulations. Marketing theme did not affect smoothness, harshness and bitterness ratings regardless of nicotine formulation.

CONCLUSION

Candy-themed marketing may heighten the appeal and sweet sensory experience of vaping flavoured free-base nicotine e-cigarettes. While marketing restrictions are predominantly intended to prevent e-cigarette initiation, candy-themed marketing restrictions could also prevent persistent use by lowering the appeal of flavoured free-base nicotine e-cigarettes.

Utilizing Sensory and Visual Data in the Value Estimation of Extra Virgin Olive Oil

Food evaluation is a topic central to consumer research and food marketing. However, there is little consensus regarding how consumers combine sensory stimuli, product information, and visual impressions to shape their evaluation. Moreover, the bulk of research relies on studies based on questionnaires and declarative responses, raising questions about subliminal processes and their hierarchy in an evaluation process. To address this gap in the literature, we conducted a study with more than 400 participants in Morocco and Tunisia and investigated how factors such as flavor/taste, product information, and packaging design in a variety of olive oils influence visual attention and are reflected in willingness to pay (WTP). We implemented incentivization through an auction to reduce the hypothetical bias in stated WTP values. The results revealed that, compared to tasting the oils, the provision of cognitive information led to an increase in consumers' WTP. However, a drastic increase in WTP occurred when the consumers were exposed to package designs, overshadowing the formerly dominant effects of product attributes. These findings support theories suggesting a visual perceptual processing advantage due to the picture superiority effect-a picture says a thousand words. Further, it underlines the importance of graphic design in food marketing. The findings have ramifications for food marketing, product development, and pricing strategies.

Development of sensory tools for green rooibos (Aspalathus linearis (Burm.f.) R.Dahlgren) and changes in quality attributes during shelf-life storage

BACKGROUND

Green rooibos (Aspalathus linearis (Burm.f.) R.Dahlgren) herbal tea is popular due to its health-promoting properties. Information on its characteristic sensory profile is scarce and sensory tools to define product variation are needed. The storage conditions and time during its shelf-life are hypothesized to affect the product quality.

RESULTS

Production batches from two producers spanning 5 years (n = 57) were analyzed using descriptive sensory analysis. Primary attributes (>30 median intensity; 100% occurrence frequency) included 'hay/dried grass', 'cooked oats', 'tobacco', 'honey' and 'caramel' aromas, and astringent mouthfeel. 'Cooked vegetables', 'green grass', 'stewed fruit', 'rooibos-woody', 'marmalade' and 'cardboard' aromas, sweet taste and bitter taste were secondary attributes (10-20 median intensity; 100% occurrence frequency). The same flavor attributes were present, except for sweet-associated and fruity notes. A sensory lexicon and sensory wheels for aroma and palate attributes were constructed from the data. The shelf-life stability of green rooibos was evaluated in moisture-impermeable (pouches) and moisture-permeable (sachets) packaging at 25 and 40 °C at 60% relative humidity over 24 weeks. Green rooibos samples stored in pouches at 4 °C were also evaluated. Storage in sachets led to moisture uptake (~10 g (100 g)-1 dry basis) and an increase in water activity (>0.6), causing degradation of chlorophyll and dihydrochalcones. Changes in color and sensory profile (decreased vegetal, cereal and cardboard aromas and increased sweet-associated and fruity aromas) were evident and more pronounced at the higher storage temperature.

CONCLUSIONS

Storage at ≤25 °C in moisture-impermeable packaging material is recommended for green rooibos herbal tea. © 2024 The Authors. Journal of The Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry.

Identification of odor-active compounds in Nile tilapia (Oreochromis niloticus) from recirculated aquaculture systems: A case study with different depuration procedures

Off-flavors are a major challenge for companies using recirculated aquaculture systems (RAS). In the presented work, we comprehensively characterize the odorant composition of Nile tilapia (Oreochromis niloticus) raised in RAS and compare the impact of two depuration processes on the odorant composition and aroma profile of the fish. Fish collected from the production tank and after two different tank pre-disinfection approaches in the depuration process (high pH versus H2O2) were investigated. A combined sensory-instrumental investigation revealed the presence of 115 odorants, of which 83 were successfully identified. The compounds decanal, tridecanal, (Z)-1,5-octadien-3-one, octane-2,3-dione, benzophenone, non-3-yn-1-ol, γ-dodecalactone, (Z)-geranylacetone, 2,3-diethyl-5-methylpyrazine, 1-methylpyrrolidin-2-one, 2-acetyl-2-thiazoline, benzothiazole, skatole, and 5α-androst-16-en-3-one were detected with the highest flavor dilution factors and are described for the first time as odor-active compounds in fish from RAS. The results indicate that depuration decreased the levels of 78 different odorants from the fish, including the potent earthy smelling odorants geosmin, isoborneol and 2,3-diethyl-5-methylpyrazine.

Unpacking the Influence of Visual Density on Pizza Packaging: Sensory Expectations and Purchase Intentions

Visual density, defined as the number of identifiable elements per unit area within a visual design, significantly influences consumer perceptions. This study investigates the effects of varying visual densities in pizza packaging, encompassing both food-related and decorative elements, on consumers' expectations regarding taste and texture, ultimately influencing their purchase decisions. We conducted a controlled experiment where participants were presented with pizza boxes of differing visual densities. Participants rated their expectations regarding the taste and texture of the pizza, as well as their purchase intentions. Additionally, we measured consumption frequency to evaluate its moderating influence on the observed effects. Results indicate that high-visual-density packaging significantly heightened expectations of taste and texture, independent of the element's nature-whether food-related or decorative. Enhanced sensory expectations fully mediated the relationship between visual density and purchase intentions. Additionally, high consumption frequency amplified the effect of high visual density on sensory expectations and purchase intentions. These findings contribute to sensory marketing theory by highlighting the importance of visual density in packaging design and the role of consumption frequency. They provide practical implications for food packaging strategies aimed at enhancing consumer experience and satisfaction.

The Influence of Food Names with Different Levels of Concreteness on Evaluations of Food Deliciousness and Healthiness

Recently, many restaurateurs in the food and beverage industry started using vague and abstract names to label their dishes. However, the influence of the concreteness of food names on consumers' evaluations of food remains unclear. Therefore, the present study investigated people's perceptions of food names with different levels of concreteness and their evaluations of food deliciousness and healthiness through two experiments. Experiment 1 investigated the likelihood of names with different levels of concreteness being perceived as foods or dishes through subjective guessing tasks. In line with the hypothesis of mental imagery consistency, the results revealed that individuals were more inclined to perceive high-concreteness names as actual food or dishes than low-concrete names. Experiment 2 further explored the impact of food names with different levels of concreteness on consumers' perceptions and evaluations of food in terms of the direct sensory (deliciousness) and indirect inference (healthiness) dimension. The results showed that in terms of deliciousness, consistent with the feelings-as-information theory, high-concreteness food names were rated significantly higher than low-concreteness ones. In terms of healthiness, consistent with the incongruence theory, low-concreteness food names were rated significantly higher than high-concreteness ones. These results indicated that high-concreteness names were more likely to be perceived as foods or dishes. Moreover, they also had advantages in the direct sensory dimension (deliciousness) but were perceived as less healthy in the indirect inference dimension (healthiness). The present findings provide new evidence for studies related to food naming and the evaluation of deliciousness and healthiness and offer suggestions and strategies for the food and beverage industry in naming foods and dishes.

Development of a lexicon for the sensory description of edible insects commercially available in Australia

Sensory lexicons provide an important tool for describing the sensory properties of emerging, unfamiliar foods such as edible insects. This study sought to establish and validate a sensory lexicon for the description and differentiation of edible insects commercially available in Australia and prepared using common preservation and cooking methods (freeze-drying, hot-air drying, roasting, sautéing and deep-frying). Five species were evaluated, including house crickets (Acheta domesticus), yellow mealworm larvae (Tenebrio molitor), king mealworm larvae (Zophobas morio), tyrant ants (Iridomyrmex spp.) and green tree ants (Oecophylla smaragdina). Following generic descriptive sensory analysis methods, a trained panel (n=8) developed a sensory lexicon of 29 aroma and flavour descriptors, and 16 texture descriptors. Vocabulary were then categorised and ordered to generate a sensory wheel. Due to a lack of cross-over in sensory attributes between species, sub-categories of species-specific vocabulary were also generated for each insect. The lexicon enabled sensory profiling of commercially available edible insect samples which revealed large variation in aroma, flavour, and texture attributes due to both species and preparation method. This work provides a platform for development of a globally relevant edible insect sensory lexicon. International collaboration will enable expansion of the lexicon for use with other insect species and preparation methods, insect-derived ingredients (such as insect powder, defatted insect powder and textured insect protein) and in different cultural settings. As the industry grows, the applicability of vocabulary for differentiating within species and between competitive products should also be assessed.

Cognitive influence on the evaluation of wine: The impact and assessment of price

Price is one of the most important product-extrinsic factors influencing the consumers' response to, and presumably experience of, wine. This is ironic inasmuch as the research tends to highlight either no, or else even a slightly negative relationship between price and liking in typical consumers when they taste wines blind. Nevertheless, providing price information, especially when it is high leads to enhanced taste ratings, especially for low to mid-priced wines. Similarly, bottle and label information (that makes a wine look cheaper or more expensive) has also been shown to influence the evaluation of wine by regular consumers (i.e., non-experts). Indeed, product-extrinsic information often appears to outweigh the product-intrinsic sensory attributes of wine in people's hedonic (in not necessarily in their sensory-discriminative) ratings. Such findings therefore highlight the importance of cognitive as compared to direct sensory cues in the evaluation of wine. This narrative historical review critically reviews and evaluates the published experimental literature that has examined the impact of price on wine ratings.

Nudging towards sustainable dining: Exploring menu nudges to promote vegetarian meal choices in restaurants

Food choice behavior plays a large role in achieving sustainability goals. Meat in particular has a negative environmental impact as compared with plant-based food - and is more frequently chosen in restaurant contexts. To increase plant-based meal choices in restaurants, we tested three nudges for menus that are likely to be implemented by restaurant owners: a hedonic label (e.g., artisanal vegetable burger), a chef's recommendation (specifying the vegetarian option as the chef's favorite), and a salience nudge (a box around the vegetarian option). In an online experiment, we showed participants (n = 513) in four conditions (no nudge, hedonic label, chef's recommendation, and salience nudge) five menus with four meal options each, one of which was vegetarian. We asked participants to choose a meal and subsequently to rate these meals on how tasty and indulgent they were (taste and indulgence attributions). We then revealed which nudge was used to the participants and asked how participants received it. Results show that the hedonic label and chef's recommendation nudge (but not the salience nudge) both increase vegetarian meal choices. The hedonic label increased participants' attributions of indulgence of the meal, but not of tastiness. This finding fits with restaurants' gastronomic, pleasure-seeking context and shapes future directions of labeling interventions, namely that indulgence attributions can be increased in vegetarian foods. Furthermore, the nudges were generally well accepted and participants' intention to return to the (virtual) restaurant was high. Finally, customers expected the hedonic label nudge to be more effective in promoting vegetarian food choices than the other two nudges, partially corresponding with our findings of actual effectiveness.

Irreducibility of sensory experiences: Dual representations lead to dual context biases

There are three views of cognitive representation: the amodal, strong-embodiment, and weak-embodiment views of cognition. The present research provides support for the weak-embodiment view by demonstrating that two representational systems, one conceptual and one perceptual, underlie the cognitive processing of sensory experiences. We find that an initial sensory experience can exert two independent influences on judgments about a subsequent sensory experience. Specifically, we show that the conceptual representation of an initial sensory experience creates an expectation that biases judgments of the subsequent experience toward the initial experience (i.e., an assimilation bias), while the perceptual representation of an initial sensory experience creates a comparison standard that biases judgments of the subsequent experience away from the initial experience (i.e., a contrast bias). Documenting concurrent assimilation and contrast biases supports the claim of a dual representational system espoused by the weak-embodiment view. In so doing, we update the classic literature on context effects and contribute to the debate on representational systems in cognition.

Investigation into the Sensory Properties of Plant-Based Eggs, as Well as Acceptance, Emotional Response, and Use

Consumers have become interested in plant-based alternatives to animal-based products. One of the under-studied alternatives is plant-based eggs (PBEs). This research investigated PBEs relative to conventional eggs and tofu scramble-another plant-based alternative. Firstly, participants (n = 93) completed a word association task asking them about PBEs. Participants then evaluated the different food samples using hedonic scales, check-all-that-apply (CATA), and temporal check-all-that-apply (TCATA), as well as identified their emotional response and proposed use for PBEs. Participants were interested in plant-based alternatives, including PBEs, but they were concerned about the sensory properties. When they evaluated the different samples, the flavour and texture of the PBEs were disliked in comparison to the eggs. This result may be due to the beany, bitterness, and off-flavour attributes associated with the PBEs. Participants also associated the PBEs with negative emotions. The liking of tofu scramble was not significantly different from the eggs, and the eggs and tofu scramble were mainly associated with positive emotions. During the TCATA evaluation, the participants focused on the flavour attributes of PBEs, while their evaluation of the eggs was dominated by the textural attributes. Whether following a plant-based diet or not, consumers are interested in PBEs, but the sensory properties of PBEs need to be improved before they are willing to adopt them into their diet. This study is one of the first to evaluate the sensory properties of PBEs, as well as consumers' emotional response to them and their attitudes about PBEs.

Overview of the distinctive characteristics of strawberry, raspberry, and blueberry in berries, berry wines, and berry spirits

Red berries have gained popularity as functional and nutritious food due to their health benefits, leading to increased consumer demand and higher production, totaling over 11,000 ktons for strawberries, raspberries, and blueberries combined in 2021. Nutritionally, strawberries, raspberries, and blueberries present high levels of vitamin C (9.7-58.8 mg/100 g dry weight [dw]), folates (6-24 µg/100 g dw), and minerals (96-228 mg/100 g dw). Due to their perishable nature, producers have utilized alcoholic fermentation to extend their shelf life, not only increasing the lifespan of red berries but also attracting consumers through the production of novel beverages. Strawberry, blueberry, and raspberry wines possess low alcohol (5.5-11.1% v/v), high acidity (3.2-17.6 g/L), and interesting bioactive molecules such as phenolic compounds, carotenoids, polysaccharides, and melatonin. Distillation holds tremendous potential for reducing food waste by creating red berry spirits of exceptional quality. Although research on red berry spirits is still in the early stages, future studies should focus on their production and characterization. By incorporating these factors, the production chain would become more sustainable, profitable, and efficient by reducing food waste, capitalizing on consumer acceptance, and leveraging the natural health-promoting characteristics of these products. Therefore, this review aims to provide a comprehensive overview of the characteristics of strawberry, blueberry, and red raspberry in berries, wines, and spirits, with a focus on their chemical composition and production methods.

Sensory, emotional, and appropriateness of plant- and meat-based burgers

The plant-based meat alternative market is experiencing rapid growth. However, whether this growth extends to mainstream consumers will depend on the sensory profile, emotional profile, and situational appropriateness of these products. This study provides a sensory comparison between two plant-based burgers, one hybrid burger, and a conventional 100% ground beef burger. The sensory evaluation was carried out under blind and informed conditions using a between-subject design. Participants (n = 177) were asked to rate the appearance, flavor, odor, and texture of each product and indicate their overall liking. In addition, 26 sensory terms were evaluated using the rate-all-that-apply technique. The study also measured the emotional profile and the situational appropriateness elicited by each product using the check-all-that-apply technique. The results showed that (a) in the blind condition, there were no significant differences observed in overall liking across the four burgers; (b) the plant-based burger made with pea protein received the lowest overall liking score, and its evaluation was not positively influenced by product information disclosure; (c) providing product information influenced the perceived intensity of the attributes associated with meat; (d) discriminatory ability for emotions was higher in the informed condition; and (e) for the situational appropriateness, when prioritizing healthy eating, participants considered plant-based burgers more suitable than the groundbeef burger. PRACTICAL APPLICATION: Our results demonstrate that product descriptions could have an impact on consumer acceptance of different meat burger alternatives. In order to launch successfull meat alternatives, product developers and communication marketing specialists should consider the extent to which these alternatives resemble regular meat products in terms of their sensory and emotional profiles and context of use.

High perceived stress is associated with decreased sensory-specific satiety in humans

Previous studies have shown that chronic stress increases food intake. One possible mechanism may be due to altered sensory-specific satiety (SSS) among people with high level of chronic stress. In the current study, seventy-six participants were divided into either high-stress or low-stress groups according to their Perceived Stress Scale (PSS) scores. Participants were assigned to consume one of two foods (banana milk and corn soup) ad libitum until they felt comfortably satiated. Before and after eating, participants rated their liking and wanting for the flavor and the odor (via retronasal and orthonasal routes) of the eaten and uneaten foods. Individual interoceptive sensibility and eating behavior were measured using the Multidimensional Assessment of Interoceptive Awareness (MAIA) and Reasons Individuals Stop Eating Questionnaire (RISE-Q-15), respectively. Compared to the low-stress group, the high-stress group demonstrated blunted SSS to the whole food flavor. No significant difference was found for olfactory-specific satiety (retronasal or orthonasal) between the two groups. In addition, across the whole sample of participants, MAIA total score was positively associated with the magnitude of SSS (r = 0.29, p = 0.01). These results indicate that chronic perceived stress may play a role in the experience of reward during eating.

Effects of Simulated Airplane Cabin Noise on In-Flight Meal Perception in the Brain Using Electroencephalography

Auditory distractions can impair the sensory evaluation of food; however, the specific impact of airplane cabin noise on the sensory perception of in-flight meals remains poorly studied. Here, we investigated the effects of airplane cabin noise on the visual processing of in-flight meal stimuli using electroencephalography (EEG) in twenty healthy male subjects. Resting-state EEG and event-related potential (ERP) responses to in-flight meal images were acquired during quiet and simulated cabin noise conditions. Participants reported mild discomfort and some loss of appetite when exposed to airplane cabin noise. The analysis of resting-state EEG showed an increase in the absolute power of theta and beta frequency bands in the left superior parietal and left frontal/right central regions under simulated cabin noise conditions, compared to quiet conditions. The ERP results showed that the amplitude of responses evoked by visual meal images in the superior parietal area was reduced in the noise condition compared to the quiet condition. Our findings suggest that airplane cabin noise disrupts the visual perception and attentional processing of in-flight food stimuli. These neural changes imply an impact on integrating sensory information, resulting in altered sensory evaluations of food during in-flight dining experiences.

Development of the lexicon, trained panel validation and sensory profiling of new ready-to-eat plant-based " meatballs" in tomato sauce

Background

Providing educational content for children and parents can promote healthy nutritional habits. During the TITAN project, a pilot digital contest where participants have to developed ready-to-eat meatballs in sauce, using only plant-based ingredients, will be tested. The objective of this study was to develop the lexicon needed to objectively assess the sensory profile of this product.

Methods

Eight judges were recruited and trained. Thirteen 1-hour sessions took place over three months. The steps followed were the selection of commercial reference, generation of descriptors, training of the panel, validation of the trained panel and product characterisation. The judges chose one commercial reference (using simple hedonic evaluation) to serve as a reference. The accepted intensity scale for the generated descriptors was from 0 (low intensity) to 9 (very intense). To test the first versions of the game, food product developers involved in the project, acted as participants, and used a mix of lentils, quinoa, and oats to enhance the commercial version. R-project software was used to analyse the performance of the panel and the sensory profiles.

Results

A glossary with 14 descriptors was generated. The discriminatory capacity of the panel was confirmed by examining the significance of the product effect (p < 0.05). The product-judge interaction was not significant (p > 0.05) for most of the evaluated attributes, indicating a good degree of panel agreement. Overall, the panel was considered reproducible after 9 sessions. Although the appearance, firmness, fragility and chewiness were considered similar to the reference, juiciness and taste (understood as meaty flavour) of the new product were deemed improved.

Conclusions

According to the panel, two of the most appreciated attributes associated with meat analogues, juiciness and taste, were improved compared to the commercial reference. Therefore, the first approach for further development of the contest/game was validated.

Reducing sweetness expectation in milk tea by crossmodal visuo-auditory interaction

In the realm of healthy dietary choices about reducing sweetness perception, the exploration of crossmodal effects stands as a frequently employed approach. Both music and color can independently influence flavor evaluation and gustatory experience by eliciting emotions. However, less research has been done on the effects of audio-visual crossmodal interactions on sweetness expectations and perceptions. The present study conducted two experiments delving into the crossmodal effect on sweetness expectation and perception of milk tea by manipulating the emotional valence of music and packaging color. The results showed that positive (vs. negative) music led to higher sweetness expectations and perceptions for milk teas with neutral packaging color. Irrespective of music, participants had higher sweetness expectations for milk tea with positive or neutral (vs. negative) packaging colors. The congruence of valence between music and packaging color influenced sweetness perception. Positive (vs. negative) music correlated with a sweeter perception when the packaging color was positive. Exposed to negative music, subjects showed a higher sweetness perception with negative (vs. positive) packaging colors. In conclusion, the results suggest that the valence of music and packaging color crossmodally influence consumers' evaluation of milk tea, and it differs depending on whether it was tasted. Thus, this study has demonstrated the crossmodal influence of music and packaging color, providing valuable implications for healthy eating and marketing applications.

Effects of aroma-taste interaction on the sensory attributes of rebaudiosides in soymilk and milk

BACKGROUND

Rebaudioside A (Reb-A) and rebaudioside M (Reb-M) are intense natural sweeteners but can also elicit bitterness and a bitter aftertaste. In this study, the effect of vanilla and chocolate flavorings on the sensory attributes of Reb-A and Reb-M applied to soymilk and milk was investigated to identify whether the addition of flavoring could enhance the sweetness via aroma-taste interactions.

RESULTS

Nine samples each of soymilk and milk were formulated by adding sucrose, Reb-A and Reb-M in three flavor conditions (no flavoring, vanilla, and chocolate). Descriptive analyses were conducted using nine panelists for the soymilk and eight panelists for the milk. Another descriptive analysis was conducted using the same samples with olfactory occlusion via the wearing of a nose clip to check whether the sweetness enhancement was due to olfactory input. The chocolate flavoring significantly enhanced the sweetness of Reb-A and Reb-M and reduced the bitterness, bitter aftertaste and astringency in both soymilk and milk. The vanilla flavoring was not as effective as the chocolate flavoring in enhancing sweetness. When the olfactory passage was closed with a nose clip, the sweetness enhancement and bitterness suppression were not detected in the samples.

CONCLUSION

The addition of chocolate flavoring could successfully improve the sensory profile of soymilk sweetened with Reb-A through aroma-taste interactions. © 2023 Society of Chemical Industry.

Representational shifts: increasing motivation for bottled water through simulation-enhancing advertisements

BACKGROUND

Despite its numerous health benefits, consumers' daily water consumption is below recommend levels while soft drink consumption remains high. Previous research has shown that the degree to which drinks are cognitively represented in terms of consumption and enjoyment (i.e., through simulations of consumption and reward) predicts desire and intake. Here, we examined whether simulation-enhancing advertisements that frame water in terms of consumption and reward change cognitive representations and increase motivation for a fictitious bottled water.

METHODS

In three pre-registered online experiments (Nexp1 = 984; Nexp2 = 786; Nexp3 = 907), UK participants viewed three advertisements that either highlighted the rewarding consumption experience of water (e.g., "Refresh all your senses with this smooth, cool water"; simulation-enhancing ads), the health consequences of drinking water (e.g., "This water takes care of your health"; health-focused ads), or control ads. We assessed cognitive representations of the bottled water with a semantic feature production task, and we coded the words used as consumption and reward features or positive long-term health consequences features. We assessed motivation through ratings of the attractiveness of the water (Exp. 1 only), desire to drink it, and willingness to pay for it (WTP).

RESULTS

In line with our hypotheses, participants represented the bottled water more in terms of consumption and reward after viewing simulation-enhancing advertisements, and more in terms of positive long-term health consequences after viewing health-focused advertisements. There was no direct effect of advertisement condition on motivation ratings. However, significant indirect effects showed that simulation-enhancing advertisements increased desire and WTP through the proportion of consumption and reward features, whereas health-focused advertisements increased motivation through an increase in the proportion of positive long-term health consequences features. The effects through consumption and reward were stronger.

CONCLUSIONS

These findings are consistent with research suggesting that the experience of immediate reward from drinking water underlies intake. Public health interventions should emphasize the enjoyment of drinking water, rather than the long-term health benefits.

Sensitive to music? Examining the crossmodal effect of audition on sweet taste sensitivity

Previous research has shown that music can influence taste perception. While most studies to date have focused on taste intensity ratings, less is known about the influence of musical stimuli on other parameters of taste function. In this within-subjects experiment (N = 73), we tested the effects of three sound conditions (High Sweetness soundtrack - HS; Low Sweetness soundtrack - LS; and Silence - S) on sweet taste sensitivity, namely, detection and recognition. Each participant tasted nine samples of sucrose solutions (from 0 g/L to 20 g/L) under each of the three sound conditions in counterbalanced order. We assessed the lower concentrations at which participants were able to detect (detection threshold) and correctly identify (recognition threshold) a taste sensation. Additionally, the intensity and hedonic ratings of samples above the recognition threshold (7.20 g/L) were analyzed. Affective variations (valence and arousal) in response to the sound conditions were also assessed. Although music did not lead to significant differences in mean detection and recognition thresholds, a larger proportion of sweet taste recognitions was observed at a near-threshold level (2.59 g/L) in the HS condition. The intensity and hedonic ratings of supra-threshold conditions were unaffected by the music condition. Significant differences in self-reported mood in response to the sound conditions were also observed. The present study suggests that the influence of music on the sweet taste perception of basic solutions may depend on the parameter under consideration.

Comparison of reminder-preference test to difference and preference tests: An affective approach yielding d-prime results for sensory difference and preference

Preserving the sensory characteristics of reformulated products is crucial for a successful market launch. This underscores the need for precise measurement of consumer perceptions regarding sensory differences and preferences. One approach to assess these aspects is through the utilization of the reminder-preference test, an affective difference-preference test employing the A-Not A with the reminder (A-Not AR) test design. This test measures sensory differences and preferences by employing a consolidated d' index rooted in signal detection theory and Thurstonian modeling. The aim of this study was to assess the efficacy of the reminder-preference test in measuring the degree of sensory differences and interpreting their relevance concerning consumer preference. To achieve this, the test was compared with both the A-Not AR difference test and the 2-alternative choice (2-AC) preference test. A lemon-lime-flavored carbonated drink and two types of reformulated samples were tested. Young female adult subjects were randomly divided into three groups. Each took one of the following three tests: the reminder-preference test, the reminder test of A-Not AR, or the 2-AC preference test. The reference framing in the reminder-preference and reminder tests was preceded by subjects watching the product's advertisement to assist them in framing evaluative criteria. This would also facilitate memorizing the perception of the reference product. Test sensitivity in reminder-preference matched reminder and 2-AC tests for sensory differences and preferences. Affective framing enhanced sensitivity to sensory differences resulting in a higher d' value of the sensory difference than the preference. From the results, it was possible to interpret that the measured sensory differences did not affect consumer preference. The test also illuminated brand marketing effects on preferences through branded reference comparison. Thus, the reminder-preference test shows potential as an efficient sensory method to measure sensory differences and the preference of consumers, while concurrently measuring the effects of marketing on the consumers. Therefore, it can assist in making efficient business decisions regarding product reformulations.

Sensory-Informed Evaluation Method for Use With Peer Educators of Nutrition Education Programs

OBJECTIVE

Determine acceptance of unfamiliar recipes and investigate the practicality of a hybrid (remote and in-office) method of evaluating recipes.

METHODS

Peer educators from the University of Georgia's Expanded Food and Nutrition Education Program and Supplemental Nutrition Assistance Program-Education programs used a hybrid home-use test method to evaluate 8 recipes before and after preparation and tasting. We collected perceived and actual measures of recipe acceptance. The main outcomes included overall liking and preparation behaviors, analyzed using nonparametric approaches.

RESULTS

No significant differences (P > 0.05) were found between prepreparation and postpreparation overall liking or preparation behaviors for each recipe, supporting the practicality of the method. Liking of recipe preparation exceeded 7 out of 9 for all recipes, but ratings for recipe preparation willingness and perceived program participant ratings decreased after tasting.

CONCLUSIONS AND IMPLICATIONS

Although tasting new recipes is necessary to determine specific modifications, a hybrid recipe evaluation format is practical for introducing new recipes to peer educators when resources are limited.

Shape of my likes: how explicit and implicit reference frames shape the liking of insect-based protein bar

A high-protein bar incorporating mealworm powder was developed. The impact of explicit and implicit frame formation on the acceptance and sensory characteristics of this target bar was investigated by comparing it with four commercial protein bars for a total of 275 consumers. To construct the explicit frame, consumers watched a video clip about each frame (environment/nutrition/meal replacement) just before the evaluation. In the no-explicit-frame group, five protein bars were evaluated without video priming. The control group tasted the target sample only without any information. The implicit framework formed during the progress of exposure to various protein bar samples had a greater influence than explicit cues on the acceptance of the target. Promoting the nutritional and environmental merits of edible insects was not sufficient to improve the acceptability of the insect-incorporated protein bar. The liking decreased significantly with the inclusion of the commercial samples during the progress of sequential monadic serving.

Coffee Silverskin Cellulose-Based Composite Film with Natural Pigments for Food Packaging: Physicochemical and Sensory Abilities

To promote a circular economy, the use of agricultural by-products as food packaging material has steadily increased. However, designing food packaging films that meet consumers' preferences and requirements is still a challenge. In this work, cellulose extracted from coffee silverskin (a by-product of coffee roasting) and chitosan were combined with different natural pigments (curcumin, phycocyanin, and lycopene) to generate a variety of composite films with different colors for food packaging. The physicochemical and sensory properties of the films were evaluated. The cellulose/chitosan film showed favorable mechanical properties and water sensitivity. Addition of natural pigments resulted in different film colors, and significantly affected the optical properties and improved the UV-barrier, swelling degree, and water vapor permeability (WVP), but there were also slight decreases in the mechanical properties. The various colored films can influence the perceived features and evoke different emotions from consumers, resulting in films receiving different attraction and liking scores. This work provides a comprehensive evaluation strategy for coffee silverskin cellulose-based composite films with incorporated pigments, and a new perspective on the consideration of the hedonic ratings of consumers regarding bio-based films when designing food packaging.

It tastes OK, but I don't want to eat it: New insights into food disgust

To better understand food-disgust, we investigated the long-standing theory that disgust towards a food causes it to taste 'bad'. To induce disgust, participants were served cookies labelled as containing crickets (Study 1); or served whole crickets versus novel (leblebi) and familiar (peanuts) control foods (Study 2). Participants (Study 1: N = 80; Study 2: N = 90) tasted the foods and rated taste pleasantness, desire to eat, disgust and, in Study 1, 16 taste attributes (e.g., nuttiness). Latency to eat and food intake were included as behavioural indicators of disgust. In both studies disgusting foods were presumed to taste bad, but this was disconfirmed after tasting - disgust did not cause the food to taste bad. Nonetheless, the taste attribute results suggested increased attention towards cricket flavours/textures. Furthermore, desire to eat and intake results suggested that disgust, but not novelty, was associated with reduced food wanting. Even if a disgust-inducing food tastes OK, people do not 'want' to consume it. By offering novel insights into our understanding of disgust, these results may stimulate progress in new avenues of emotion research, as well as informing the development of methods to reduce disgust and increase the acceptance of novel, sustainable, foods. For example, interventions should encourage tasting to overcome negative expectations of taste pleasantness and should tackle low levels of wanting, e.g., by normalising consumption of the target food.

Which visual elements on packaging affect perceived credibility? A case study of in vitro diagnostic kits

With increasing public health awareness and the unprecedented global health crisis, consumers' demand for in vitro diagnostic (IVD) reagents is gradually increasing. However, consumer mistrust remains a significant barrier to purchasing and using IVD products. Pharmaceutical companies and governments prioritizing direct-to-consumer (DTC) marketing have recognized the impact of visual packaging elements on consumer perception. Thus, we researched whether visual packaging elements systematically influence consumers' perceived credibility of IVD products' credence attributes, namely, their ability to protect personal and public health. Combining previous related studies, this study was conducted experimentally with rapid diagnostic test (RDT) kits, assuming that the visual elements (i.e., typeface, color, pattern, and information) of packaging can influence consumers' perceived credibility of RDT kits and explored which elements are more credible. Questionnaires were randomly selected and assigned to 216 participants. The results indicated that all four elements influenced the participants' perceived credibility. Specifically, a sans serif typeface, realistic pattern, chromatic color, and more information made the participants feel more credible. Our research results fill a gap in the consumer perception of over-the-counter (OTC) pharmaceutical products by providing new insights into dissecting consumer perceptions. This offers a novel design strategy for online and offline marketing and promotional efforts by different companies and governmental organizations.

The unhealthy-tasty intuition in dining out situations: the role of health inferences and taste expectations

Introduction

Increasing obesity rates around the globe have challenged policymakers to find strategies to prompt healthier eating habits. While unhealthy eating takes place in many different contexts, dining out is a context where individuals often choose an unhealthy option despite the availability of healthier alternatives. One possible explanation for this behavior is the unhealthy-tasty intuition, which refers to the belief that unhealthy food is tastier than healthy food. Nevertheless, many policymakers and restaurant managers follow the - in this context - counterintuitive approach of using health claims to nudge people towards more healthy eating choices or habits.

Methods

The current research employs an online experiment with 137 participants and investigates how health claims and sensory claims impact on the purchase intention of healthy options for desserts. Furthermore, it explores how health inferences and taste expectations mediate the intention to purchase.

Results and discussion

Findings from the online experiment confirm that health claims prompt positive health inferences, while also stimulating unfavorable taste expectations, resulting in a lower intention to purchase. Surprisingly, we found no effect of a sensory claim on taste expectations. The findings of our experiment contradict the unhealthy-tasty intuition by revealing a significant positive correlation between taste expectations and health inferences. While both health inferences and taste expectations impact positively on purchasing intentions for the health-claim condition, the indirect effect of taste expectations was stronger than the indirect effect of health inferences.

Consumers' Acceptance, Emotions, and Responsiveness to Informational Cues for Air-Fried Catfish (Ictalurus punctatus) Skin Chips

Catfish (Ictalurus punctatus) skins, as filleting byproduct, were developed into a crispy snack food via air-frying. Consumers rated catfish skin chips (CSC) across sensory modalities (9-point hedonic scales, a just-about-right scale, and "yes/no" for purchase intent, PI) for Plain-, Lemon & Pepper-, and Barbecue-flavored samples during two consumer studies (N = 115 each). Paprika- flavored CSC were excluded from Study 2 due to inferior acceptance and emotional ratings. CSC-elicited emotions were evaluated using a 25-term lexicon with CATA (Check-All-That-Apply) scaling (Study 1) and refined with an abbreviated lexicon containing food-evoked sensation-seeking emotions (5-point intensity scale). The two consumer studies differed in delivery format of product benefit information (a health/protein message and a food waste/sustainability message). Presenting two separate cues (Study 1) significantly increased overall liking (by 0.5 units) and PI (by 15%) for CSC compared to a single integrated message (Study 2), perhaps due to consumers' mode of information processing. Magnitude of increases was less for Barbeque CSC despite performing best overall (overall liking reaching 6.62 and PI reaching 61.7%). CSC generated mostly positive emotions, and informational cues increased sensation-seeking feelings, which can motivate trial of new foods. Accordingly, acceptance of CSC improved for 25 repeat-exposure consumers who participated in both Studies 1 and 2. In combination, sensory, cognitive, and emotional data showed favorable responses for flavored CSC as an appropriate application of this seafood byproduct.

Assessment of the attributes that most affect the choice of minced meat and hamburgers

The objectives of this work were to identify the parameters that most influence Spanish consumers' choice of minced meat and hamburgers, and to determine the importance of different extrinsic attributes in meat products. A consumer survey was conducted by combining three methodologies: free listing task, rating the importance of different extrinsic attributes and a conjoint analysis. The free listing task showed that, of all the factors considered when selecting minced meat or hamburgers, price, expiration date, colour and appearance stood out. In the rating test, expiration date obtained the highest average score, followed by price and country of origin. The conjoint analysis showed consumers clearly preferred origin Spain, along with low price and the animal welfare label, which presented higher utility value than the sustainable packaging label. No presented label negatively impacted product choice. The information provided can be very useful for developing and marketing meat products that seek to meet today's consumer demands.

Crossmodal associations between visual textures and temperature concepts

Visual textures are critical in how individuals form sensory expectations about objects, which include somatosensory properties such as temperature. This study aimed to uncover crossmodal associations between visual textures and temperature concepts. In Experiment 1 (N = 193), we evaluated crossmodal associations between 43 visual texture categories and different temperature concepts (via temperature words such as cold and hot) using an explicit forced-choice test. The results revealed associations between striped, cracked, matted, and waffled visual textures and high temperatures and between crystalline and flecked visual textures and low temperatures. In Experiment 2 (N = 247), we conducted six implicit association tests (IATs) pairing the two visual textures most strongly associated with low (crystalline and flecked) and high (striped and cracked) temperatures with the words cold and hot as per the results of Experiment 1. When pairing the crystalline and striped visual textures, the results revealed that crystalline was matched to the word cold, and striped was matched to the word hot. However, some associations found in the explicit test were not found in the IATs. In Experiment 3 (N = 124), we investigated how mappings between visual textures and concrete entities may influence crossmodal associations with temperature and these visual textures. Altogether, we found a range of association strengths and automaticity levels. Importantly, we found evidence of relative effects. Furthermore, some of these crossmodal associations are partly influenced by indirect mappings to concrete entities.

Hedonic plasticity of vegan burger patty in implicit or explicit reference frame conditions

BACKGROUND

The vegan food market is one of the fastest growing markets worldwide for ethical, environmental, and health reasons. However, vegan food is still relatively unfamiliar to Korean consumers. Their liking for vegan burger patties is in the early phase of development; thus, it is necessary to place the patties in an appropriate context or 'frame'.

RESULTS

We investigated consumer (n = 269) liking for vegan patty under different frame conditions. The implicit frame condition was manipulated by evaluating a target sample along with four other vegan or meat samples. Consumers were further divided into two explicit groups that were exposed to or not exposed to a video clip on ethical food consumption before evaluating the samples. A control group evaluated the target sample only. The results showed that the implicit frame formed during the sample evaluation had a stronger influence than the explicit frame created by the video clip. Perceived familiarity with the target vegan patty drastically decreased when evaluated with other meat samples and negatively influenced the liking for it.

CONCLUSION

The findings show that the type of samples evaluated sequentially together with the target vegan burger patty within the same session had a greater effect on the target sample than the information provided explicitly. To introduce the target vegan burger patty effectively to consumers who are relatively new to the vegan food product category such as Koreans, it is suggested that the product should be positioned under the category of vegan foods rather than the category of conventional burger patties. © 2022 Society of Chemical Industry.

Sensory Analysis and Consumer Preference: Best Practices

Sensory science is a multidisciplinary field that encompasses a wide variety of established and newly developed tests to document human responses to stimuli. Sensory tests are not limited to the area of food science but they find wide application within the diverse areas of the food science arena. Sensory tests can be divided into two basic groups: analytical tests and affective tests. Analytical tests are generally product-focused, and affective tests are generally consumer-focused. Selection of the appropriate test is critical for actionable results. This review addresses an overview of sensory tests and best practices.

Health- or Environmental-Focused Text Messages to Increase Consumption of a Sustainable Diet among Young Adults: Importance of Expected Taste

Taste is a frequently cited barrier to the greater adoption of plant-based foods, a dietary pattern associated with both health and environmental benefits. To examine the role of expected taste in promoting greater adoption of plant-based foods, we examined the impact of a text-message intervention on the expected taste of both meat- and plant-protein foods. Young adults (n = 159) were randomly assigned to receive either health- or environment-focused text messages twice a week for eight weeks. Study measures (pre- and post-) included dietary recalls, the expected tastiness of meat- and plant-protein images and plant-based diets, consumption intention, and person-related factors such as moral satisfaction and the subjective norms of plant-based eating and health and environmental values. Participants rating plant-protein foods tastier at baseline were more likely to report higher actual (p < 0.001) and intended (p = 0.017) consumption of plant proteins following the intervention. While text messages had a limited effect on altering the expected taste of specific plant-protein foods, the messages did elevate the expected tastiness of plant-based diets. Baseline person-related factors positively predicted changes in expected tastiness of plant-based diets. Messages promoting plant-based foods may be more effective if these foods are first perceived as tasty. Furthermore, incorporating person-related considerations into messaging strategies may improve the expected taste of plant-based foods.

Potential Allergenicity of Plants Used in Allergological Communication: An Untapped Tool for Prevention

Plants are often used to illustrate allergy-related medical products, services, patient information materials and news. The illustration of allergenic plants is an important tool in patient education, contributing to the prevention of pollinosis, as patients can recognize plants and avoid pollen exposure. In this study, it is aimed to evaluate the pictorial content of allergy-related websites depicting plants. A total of 562 different photographs depicting plants were collected using image search, identified and categorized according to their potential allergenicity. Of the total 124 plant taxa, 25% of plants were identified to the genus level and a further 68% were identified to the species level. Plants with low allergenicity were found in 85.4% of the pictures, while plants of high allergenicity were shown in only 4.5% of the pictorial information. Brassica napus was the most frequent species identified (8.9% of the overall identified plants), while blooming Prunoidae, Chrysanthemum spp. and Taraxacum officinale were also common. Considering both allergological and design aspects, some plant species have been proposed for more professional and responsible advertising. The internet has the potential to provide visual support for patient education in allergenic plants, but emphasis must be put on the transmission of the correct visual message.

This cookie will save the planet! The effect of a private sustainability claim on consumers' expectations

Current study investigates whether a private, sustainability claim has an impact on individuals' sensory and non-sensory expectations (halo effect) and quantifies such impact on individual monetary preferences. An incentive-compatible artefactual field experiment was performed by recruiting regular buyers and consumers of the investigated product (cookies). Results reveal that the sustainable agriculture claim generates high (unrelated) expectations and a statistically significant premium price compared to the conventional counterpart. Additionally, these expectations, together with respondents' trust in the claim, are the drivers of the price premium. Findings suggest the need for policy makers and consumer advocates to scrutinize the potential drawbacks of private sustainability claims on food products.

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.

On the manipulation, and meaning(s), of color in food: A historical perspective

While there has long been public concern over the use of artificial/synthetic food colors, it should be remembered that food and drink products (e.g., red wine) have been purposefully colored for millennia. This narrative historical review highlights a number of reasons that food and drink have been colored, including to capture the shopper's visual attention through to signaling the likely taste/flavor. Over the course of the last century, there has, on occasion, also been interest in the playful, or sometimes even deliberately discombobulating, use of food coloring by modernist chefs and others. The coloring (or absence of color) of food and drink can, though, sometimes also take on more of a symbolic meaning, and, in a few cases, specific food colors may acquire a signature, or branded (i.e., semantic) association. That said, with food color being associated with so many different potential "meanings," it is an open question as to which meaning the consumer will associate with any given instance of color in food, and what role context may play in their decision. Laboratory-based sensory science research may not necessarily successfully capture the full range of meanings that may be associated with food color in the mind of the consumer. Nevertheless, it seems likely that food color will continue to play an important role in dictating consumer behavior in the years to come, even though the visual appearance of food is increasingly being mediated via technological means, including virtual and augmented reality.

Nutrition claims influence expectations about food attributes, attenuate activity in reward-associated brain regions during tasting, but do not impact pleasantness

INTRODUCTION

Nutrition claims are one of the most common tools used to improve food decisions. Previous research has shown that nutrition claims impact expectations; however, their effects on perceived pleasantness, valuation, and their neural correlates are not well understood. These claims may have both intended and unintended effects on food perception and valuation, which may compromise their effect on food decisions.

METHODS

We investigated the effects of nutrition claims on expectations, perceptions, and valuation of milk-mix drinks in a behavioral (n = 110) and an fMRI (n = 39) study. In the behavioral study, we assessed the effects of a "fat-reduced" and a "protein-rich" nutrition claim on expected and perceived food attributes of otherwise equal food products. In the fMRI study, we investigated the effect of a "protein-rich" claim on taste pleasantness perception and valuation, and on their neural correlates during tasting and swallowing.

RESULTS

We found that both nutrition claims increased expected and perceived healthiness and decreased expected but not perceived taste pleasantness. The "protein-rich" claim increased expected but not perceived satiating quality ratings, while the "fat-reduced" claim decreased both expected and perceived satiating quality ratings. In the absence vs. presence of the "protein-rich" claim, we observed an increased activity in a cluster extending to the left nucleus accumbens during tasting and an increased functional connectivity between this cluster and a cluster in right middle frontal gyrus during swallowing.

CONCLUSION

Altogether, we found that nutrition claims impacted expectations and attenuated reward-related responses during tasting but did not negatively affect perceived pleasantness. Our findings support highlighting the presence of nutrients with positive associations and exposure to foods with nutrition claims to increase their acceptance. Our study offers insights that may be valuable in designing and optimizing the use of nutrition claims.

That's not natural! Consumer response to disconfirmed expectations about 'natural' food

Natural claims on food products create a large number of positive expectations. This research aims to reveal which potentially disconfirmed expectations about 'natural' food are problematic as they harm consumer attitudes and intentions. In a pre-study (N = 160), we show that consumers expect natural-claimed food to be organic, locally produced, minimally processed, fresh, to ensure better animal welfare, and to be free from GMO, artificial ingredients, antibiotics, and hormones. In our main study (N = 2152), we show that the natural claim increases purchase intention, mediated via brand trust and product attitude. However, when consumers learn that their expectations may be disconfirmed, their brand- and product-related attitudes decrease, which in turn leads to reduced purchase intentions. These findings imply that food marketers can profit from the natural claim, but that there is a large potential for irresponsible food marketing and consumer deception, which can result in negative expectation disconfirmation. We also inform policy makers which product expectations should be considered for consumer protection against halo effects induced by the natural claim. Regulation or education about the meaning of the claim can help consumers to make more informed decisions.