Investigating effects of cognitively evoked situational context on consumer expectations and subsequent consumer satisfaction and sensory evaluation

Exploring Taiwanese Consumer Dietary Preferences for Various Vinegar Condiments: Novel Dietary Patterns across Diverse Cultural Contexts

The use of vinegar as a culinary seasoning in various global cuisines to enhance the taste characteristics and profiles of foods has been extensively documented in the culinary literature. Particularly notable is traditional Taiwanese-style thick soup, where the incorporation of vinegar plays a fundamental role in imparting distinct flavors. In the context of this experimental investigation, the foundational base of Taiwanese-style thick soup serves as the platform for a meticulously planned sensory and dietary behavior evaluation. Our research methodology combines the use of survey questionnaires and experimental techniques, employing purposive sampling and snowball sampling methods to recruit participants. The central focus of this study is to understand consumers' culinary preferences when presented with a choice between two contrasting types of vinegar-specifically, black vinegar and balsamic vinegar-as alternative gastronomic enhancements. This precise orchestration of data collection and systematic evaluation provides a perceptive window into participants' culinary inclinations and food choices, resulting in a detailed and profound understanding of their taste preferences. The empirical findings stemming from this experimentation reveal notably significant differences in the sensory assessments among participants engaging in diverse culinary experiences. Notably, distinct variations are observed in terms of visual perceptions, olfactory distinctions, and overall sensory satisfaction. This study occupies a crucial position within existing research paradigms by strategically expanding the scope of sensory investigations within the realm of Taiwanese-style thick soup. This introduces an innovative aspect represented by the introduction of balsamic vinegar as a compelling alternative to the customary black vinegar. As a result, the emerging findings not only offer compelling insights into the nuanced food choice and taste preferences of consumers, but also open up new and innovative directions within the complex tapestry of Chinese gastronomy.

Sensory test A-Not A rating signal detection: panel’s sensory learning and stability of decision criteria

Signal detection theory (SDT) sensory discrimination analysis using A-Not A with a two-step rating is an efficient approach to in-house sensory quality management in the food industry. For such sensory analysis using an internal panel, the panels' ability to use stable decision criteria and provide a consistent response distribution responding to "A" vs "Not A" is critical for guaranteeing the data quality. This study examined the effects of the familiarization procedure (FP) and reference presentation probability (RPP) in the SDT A-Not A rating protocol on the panels' sensory learning of samples and stability of decision criteria using SDT parameters, recognition d' (d'_Rec),criteria location (c), and discrimination d' indices. Three different protocols were compared using ice-tea samples with small differences: Control, 0.25 RPP with repeated reference tasting (FP_R); Modified-1, 0.25 RPP with reference categorization (FP_C); Modified-2, 0.5 RPP with reference categorization (FP_C). An independent sample design with three groups having equal sensitivity was used to identify the differences among the protocols. For each protocol, two sub-groups with similar decision criteria (response bias) were formed according to the results obtained from the pre-test and used for the main-test analysis. SDT analysis results indicated that the Modified-2 protocol with a higher RPP (0.5) induced the most efficient sensory learning of the reference. The protocol improved the subjects' recognition of the reference and test samples, better differentiating from the reference and stabilizing the decision criterion, resulting in higher discrimination performance (larger d'). The results showed that d'_Rec analysis, together with d' analysis using a sensory panel, is a useful tool for monitoring the panel performance and checking for the sensory data quality of the sensory difference tests. In the present paper, a detailed illustration of the A-Not A sensory test procedure and examples of how to apply the SDT indices for different business decision-making is also introduced using the design and results of the present experiment.

Expectation and Complaint: Online Consumer Complaint Behavior in COVID-19 Isolation

Purpose

This study aims to articulate the nature of consumer complaining behavior (CCB) by analyzing the mechanism and characteristics of online CCB in COVID-19 isolated environment.

Patients and Methods

For the purpose, this study collected data via a web-based questionnaire survey from 408 consumers in Shanghai, China during COVID-19 isolation. Through building and analyzing a structural equation model that consists of six latent variables such as perceived service quality, perceived product quality, customer satisfaction, negative emotion, customer complaint; the study analyzed the basic characteristics of CCB, and focused on the moderation test of consumer expectation to validate its important role in consumer decision-making behavior.

Results

First, compared to perceived service quality, perceived product quality has a stronger influence on customer satisfaction and has a weaker influence on negative emotions in the COVID-19 isolated environment. Second, the total influence of perceived product quality on customer complaints is stronger than that of perceived service quality. Third, the direct impact of negative emotions on customer complaints was much stronger than the effect of customer satisfaction on customer complaints. Meanwhile, it can also act as a mediating variable to make customer satisfaction have an additional indirect effect on complaints. Finally, the study also found that consumer expectation can reinforce the influences of customer satisfaction on negative emotions and customer complaints, while it weakens the effect of negative emotions on customer complaints.

Conclusion

This study suggests that the classic CCB factors still exert a stable influence on customer complaints through cognitive and emotional response pathways, but the influence difference is obvious in the COVID-19 isolated environment. And the influence processes are significantly moderated by consumer expectation level. Enterprises should conduct more targeted marketing interactions, according to these CCB characteristics.

Disconfirmation of Taste as a Measure of Trust in Brands: An Experimental Study on Mineral Water

The underlying factors of the purchase decision process of bottled mineral water have been a less studied area. The typically related attributes of consumer judgement in the case of low involvement can vary widely, ranging from price sensitivity to habits. However, assessing the role of brand reputation and trust from a sensory perception perspective is not a common approach. This paper examines the impact of trust on consumer value judgements for a frequently consumed beverage such as mineral water. Combining trust and sensory attributes with the Expectation–Disconfirmation Theory (EDT) framework provides insights into the weight of taste, trust and reputation in product evaluation. A tasting experiment was carried out using a representative systematic random sampling method. A mixed method was applied; EDT was used to analyze quantitative data and grounded theory methodology was performed in the case of qualitative data. Results indicate complete assimilation for the most preferred brand and negative contrast for less well-known brands. It can be stated that the applied methodology is suitable as a certain kind of trust measurement and also can function particularly well as a reinforcement and complement to other methodologies (e.g., neuromarketing methods). This study suggests that brand names positively influence value judgment. Origin bounded brands compared to imported brands can help companies mitigate trust issues in developing countries as they convey a particular reputation, which helps reinforce trust.