A taste of things to come: The effect of extrinsic and intrinsic cues on perceived properties of beer mediated by expectations

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.

A Prospective Review of the Sensory Properties of Plant-Based Dairy and Meat Alternatives with a Focus on Texture

Consumers are interested in plant-based alternatives (PBAs) to dairy and meat products, and as such, the food industry is responding by developing a variety of different plant-based food items. For these products to be successful, their textural properties must be acceptable to consumers. These textural properties need to be thoroughly investigated using different sensory methodologies to ensure consumer satisfaction. This review paper aims to summarize the various textural properties of PBAs, as well as to discuss the sensory methodologies that can be used in future studies of PBAs. PBAs to meat have been formulated using a variety of production technologies, but these products still have textural properties that differ from animal-based products. Most dairy and meat alternatives attempt to mimic their conventional counterparts, yet sensory trials rarely compare the PBAs to their meat or dairy counterparts. While most studies rely on consumers to investigate the acceptability of their products' textural properties, future studies should include dynamic sensory methodologies, and attribute diagnostics questions to help product developers characterize the key sensory properties of their products. Studies should also indicate whether the product is meant to mimic a conventional product and should define the target consumer segment (ex. flexitarian, vegan) for the product. The importance of textural properties to PBAs is repeatedly mentioned in the literature and thus should be thoroughly investigated using robust sensory methodologies.

Application of Conjoint Analysis and 5Ps Marketing Mix in Identifying Customer Preference of Alcohol Consumption among Youths in the Philippines

Alcoholic beverages have long been one of the most popular commodities. They have been mass-produced worldwide because of their popularity and demand. On a survey by Statista in 2021, alcohol consumption is projected to increase in the Philippines. Thus, the popularity of numerous alcoholic beverages piqued the curiosity of consumers and researchers alike. This study used conjoint analysis that aims to have a better understanding of consumer preferences for alcohol consumption among youths. Additionally, the study considered the following attributes: (1) type of alcoholic beverage, (2) oral sensation, (3) flavor, (4) origin, (5) color, and (6) price. Results revealed that the product’s price is the most crucial attribute influencing consumer preferences by 26.311%, followed by the type of alcoholic beverage with an importance score of 26.237%. The least considered attribute is the product’s color, having an importance score of 7.790%. These were supported by two statistical tests, the Pearson’s Correlation Test and Kendall’s Tau Test, which both obtained a value higher than 0.8. Managerial implications were presented in the study to help provide strategies and development for alcoholic beverage distribution in the Philippines based on the findings of this study, which relate to young consumers.

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.

Consumer Studies: Beyond Acceptability—A Case Study with Beer

Beer is one of the most consumed alcoholic beverages in the world; its consumption and preference are evolving from traditional industrial beers of low complexity to novel craft beers with diverse flavour profiles. In such a competitive industry and considering the complexity of consumer behaviour, improvement and innovation become necessary. Consequently, consumer science, which is responsible for identifying the motivation behind customer preferences through their attitudes, perception and behaviour, has implemented strategies ranging from simple hedonic measurements to several innovative and emerging methodologies for a deeper understanding of the variables that affect the product experience: sensory, affective and cognitive. In this context, we offer a review inspired by previous research that explores some of the quantitative and qualitative methods used in consumer studies related to beer consumption, ranging from traditional approaches (acceptability, purchase intention, preference, etc.) to techniques that go beyond acceptability and allow a different understanding of aspects of consumer perception and behaviour (segmentation, expectations, emotions, representation, etc.). Also, innovative applications (contexts, immersive technologies and virtual reality, implicit measures, etc.) and current trends related to consumer science (Internet, social media, pairing, product experience, etc.) are addressed.