"I like the sound of that!" Wine descriptions influence consumers' expectations, liking, emotions and willingness to pay for Australian white wines

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.

Consumers' Attitudes toward the Use of an Edible Coating for Lamb Meat According to Label Information

The use of edible coatings in meat is currently being investigated in several studies. However, consumers’ attitudes toward this technology are not clear. This study evaluated consumers’ intention to purchase vacuum-packaged meat with a chitosan coating based on the label information. Three factors combined with different levels were considered: type of cut (“loin”, “French rack”, or “leg steak”), coating/information (no information, chitosan without information explained, and chitosan with information explained), and price (low or high). Consumers’ purchase intentions were evaluated using a 7-point structured scale (1 = certainly would not buy; 7 = certainly would buy). The data were analyzed by conjoint analysis and cluster analysis. The average purchase intention value was 4.3 ± 0.5. The “French rack” cut showed the highest value for purchase intention and a high price was also a relevant factor. The packaging with the label stating the presence of a “chitosan” coating without giving any further information obtained higher purchase intentions than the one with the more detailed information label. In the cluster analysis, the factor “type of cut” showed the highest relative importance in two groups, while “price” had a higher impact in another. The type of cut was the main factor affecting consumers’ purchase intentions. However, different attitudes were observed depending on the group.

An Overview of Sensory Characterization Techniques: From Classical Descriptive Analysis to the Emergence of Novel Profiling Methods

Sensory science provides objective information about the consumer understanding of a product, the acceptance or rejection of stimuli, and the description of the emotions evoked. It is possible to answer how consumers perceive a product through discriminative and descriptive techniques. However, perception can change over time, and these fluctuations can be measured with time-intensity methods. Instrumental sensory devices and immersive techniques are gaining headway as sensory profiling techniques. The authors of this paper critically review sensory techniques from classical descriptive analysis to the emergence of novel profiling methods. Though research has been done in the creation of new sensory methods and comparison of those methods, little attention has been given to the timeline approach and its advantages and challenges. This study aimed to gather, explain, simplify, and discuss the evolution of sensory techniques.

Exploring young consumers' attitudes and emotions to sensory and physicochemical properties of different red wines

To gain deeper understanding on young consumers' attitudes and preferences to wines is needed to connect wine industry with the youth. The aims of the present study were (i) to define 'trendy wine' for young consumers and (ii) to identify chemical drivers of liking in red wines for the youth. The study was divided in two phases: phase I explored young consumers' attitudes towards wines using an online survey, and phase II studied the relationship between hedonic and emotional responses elicited by 12 red wine samples and their physico-chemical characteristics. Consumers' responses and physico-chemical data were related using Principal Component Analysis (PCA). Results of the online survey showed that trendy wines were associated to: sparkling, soft, fresh, fruity, sweet, light, and balanced wines. Also, young consumers reported that, although flavor was considered the most important attribute, price and Protected Designation of Origin could be valuable attributes. PCA results of phase II showed that wines with a lower ratio [total polyphenol index/polysaccharides] were more liked and elicited more positive emotions than wines with higher total polyphenol index, color intensity, volatile acidity, and alcohol content. Liking and positive emotions were positively related to higher Odor Activity Values of the volatile compounds from the organic acids group. The presence of benzenoids and lactones, and the lower presence of terpenoids & norisoprenoids were associated with negative emotions. In conclusion, red wines should be soft (described as lower ratio [total polyphenol index/polysaccharides]), and have floral, and fruity aromas to better connect with young consumers.

Is knowledge emotion? The subjective emotional responses to wines depend on level of self-reported expertise and sensitivity to key information about the wine

Many factors influence emotional responses evoked by wines. Here we assessed how self-reported wine expertise, tasting condition (blind vs. informed) as well as sensitivity to key information about wines (e.g., reputation, price, grape variety) impact the subjective affective responses they evoked. We measured subjective affective responses of high and low in self-reported wine expertise consumers to 8 different wines in a blind tasting and in a tasting when information about the wines was known. After their first tasting session, we asked participants the extent to which they considered specific information when they intended to purchase wine (e.g., reputation, etc.). The more wine consumers high in self-reported expertise paid attention to the wine's reputation, the less they used feelings when tasting wines. In contrast, the more the wine tasters low in self-reported expertise paid attention to the wine's reputation, the more feelings they reported. Moreover, when considering positive and negative feelings separately, it appears that the more participants paid attention to the label, the lower the number of positive terms they tended to mention. Additionally, wine tasters low in self-reported expertise were more inclined to report positive feelings towards the wines in the informed condition and if they were sensitive to wine's reputation. In contrast, wine tasters high in self-reported expertise were less inclined to report positive feelings towards the wines in the informed condition and if they were sensitive to wine's reputation. These results hint at the importance of considering psychological theories of emotion while studying wine-elicited emotions, in particular appraisal theories of emotion.

Consumption Context Effects on Fine Wine Consumer Segments' Liking and Emotions

Wine consumer lifestyle segmentation has been widely studied; however, most studies have solely utilised online surveys. This work investigated the impact of context on wine consumer segments’ liking and emotions while consuming wines in different environments. Two studies were conducted with regular wine consumers segmented based on their fine wine behaviour using the Fine Wine Instrument. Study 1 (n = 122) investigated the effects of wine variety and product information, and Study 2 (n = 346) the effects of wine quality and consumption context, on hedonic and emotional responses of the segments. Within both studies, three segments were identified and named: Wine Enthusiasts, Aspirants and No Frills. The Wine Enthusiast segment generally liked the wines more and perceived more intense positive emotions when consuming wine compared to the No Frills segment, with the Aspirant’s likes and emotion intensities ranging in between. Wine Enthusiasts were more discriminative of their preferred wines and reported stronger positive emotions when tasting higher quality (Study 1) and more complex (Study 2) wines. The consistent results across the two studies showed for the first time that consumer segments, based on lifestyle segmentation, differ in their hedonic and emotional responses towards wine when actually tasting wines, demonstrating that the Fine Wine Instrument has practical implications and can identify wine consumers displaying different wine consumption behaviours.

Sensory and Chemical Drivers of Wine Consumers' Preference for a New Shiraz Wine Product Containing Ganoderma lucidum Extract as a Novel Ingredient

This study explored wine consumers’ preferences towards a novel Australian Shiraz wine product containing Ganoderma lucidum (GL). Wine consumers (n = 124) were asked to complete a questionnaire and participate in a blind tasting of six GL wine products (differing in the amount and timing of GL extract additions). Based on individual liking scores for each GL wine product that was tasted, four hedonic clusters C1 (n = 44, preferred control and low levels of GL additions), C2 (n = 28, preferred control only), C3 (n = 26, generally preferred all GL additions) and C4 (n = 26, preferred 1 g/L additions and 4 g/L post-fermentation) were identified. Sensory attributes of the GL wine products were also profiled with rate-all-that-apply (n = 65) and the 31 sensory attributes that significantly differentiated the wines underwent principal component analysis with the hedonic clusters overlaid to explain consumers’ preferences. There was a clear separation between hedonic clusters. Sensory attributes and volatile flavor compounds that significantly differentiated the wines were subjected to partial least squares regression, which indicated the important positive drivers of liking among the hedonic clusters. Pepper and jammy aroma, 3-methylbutanoic acid (linked to fruity notes) and non-fruit aftertaste positively drove C2′s preference, whereas spice flavor and hexanoic acid (known for leafy and woody descriptors) drove C3′s liking. There were no positive drivers for C1′s liking but bitter taste, cooked vegetable, and toasty aromas drove this cluster’ dislike. C4 preferred brown appearance, tobacco aroma, and jammy and cooked vegetable flavors. These findings provide the wine industry with deeper insights into consumers’ liking towards new GL wine products targeted at the Australasian market.

Influences of sensory attribute intensity, emotional responses, and non-sensory factors on purchase intent toward mixed-vegetable juice products under informed tasting condition

Product-related sensory and non-sensory cues have been studied in the past to understand purchase behavior among consumers. However, there has been little research related to integrating emotional responses with such cues to achieve better prediction of consumer purchase behavior. This study aimed to determine the impacts of sensory attribute intensities (SAI), non-sensory factors (NSF), and emotions on purchase intent and consumer choice. Emotional responses were measured using a self-reported emotion questionnaire (EQ), facial expression analysis (FE), and autonomic nervous system responses (ANS). Sixty-nine adults were asked to view product labels, and look at, smell, and drink five commercially-available vegetable juice samples. For each sample, SAI, NSF, EQ, FE, ANS, and purchase intent ratings were measured. Participants were also asked to select the one they would be most likely to buy. Results showed that the five samples differed significantly with respect to SAI, NSF, and emotional responses measured by EQ and FEs. SAI (bitterness intensity) and NSF (brand liking) played an extremely important role in purchase-related behavior of vegetable juice products. Correlation analysis and a PLSR prediction model further revealed that products with higher ratings of purchase intent elicited lower levels of negative emotions and higher levels of positive emotions, as measured by EQ as well as FE. In conclusion, this study shows that NSF in combination with SAI and emotions measured using EQ and FE can modulate consumer purchase intent toward vegetable juice products under informed tasting conditions.

Cognitive Disposition to Wine Consumption: How the Brain Is Wired to Select the Perfect Bottle With a Novel Musical Twist

Taste is not a veridical perception: it is modifiable by cognitive and affective processes, as well as by expectations. Even though molecular composition determines the savor, various other factors such as external characteristics and basic assumptions have a sway over perceived pleasantness of food and drink. The rituals associated with wine tastings especially underscore the importance of these subjective ramifications. While auditory stimuli are known to influence drinking experience, the impact of melody on the product itself and on corollary consumer preference is unknown. As routine judgments are also influenced by informational cues, here we evaluated whether description of a unique technological innovation (i.e., serenaded grapes and barrels) as cogent suggestion of quality improves willingness to buy. This project unveils that the belief about music-fed wines, which might be construed as a motivational bias, can alter purchasing decisions; however, further neuro-marketing studies are warranted with this respect.

The roles of pollution concerns and environmental knowledge in making green food choices: Evidence from Chinese consumers

In the face of growing environmental concerns among Chinese consumers over food contamination, this study investigates the determinants of Chinese consumers' purchase intentions and willingness to pay for rice with environmental attributes (green rice). The analysis focused especially on latent consumer traits of environmental pollution concerns and subjective environmental knowledge. The data was collected through survey questionnaires administered in three Chinese cities: Guangzhou, Wuhan and Lanzhou (n = 622). A structural equation model was estimated to generate direct and indirect effect estimates of latent and observables factors that determine consumer purchase intentions and willingness to pay for green rice. This study finds significant effects of subjective environmental knowledge on purchase intentions as well as pollution concerns on willingness to pay for green rice. While food quality concerns mediate purchase intentions and willingness to pay; individuals' socio-demographic characteristics including age, education, health status and income influence consumer choice for green rice. A relevant policy finding is that respondents who regard the government as the main agent in protecting the environment were less likely to choose green rice. Overall, the results suggest that strengthening environmental education and targeted market segmentation are necessary conditions for successfully establishing food products with labelled environmental credentials in the Chinese market.

Effects of packaging design on sensory liking and willingness to purchase: A study using novel chocolate packaging

Packaging is the first impression consumers have of food products which determines likelihood of purchasing. Therefore, the objective of this study was to evaluate the effect of chocolate packaging design on sensory liking and willingness to purchase (WTP) of consumers (n = 75) under three conditions:(1) blind [product], (2) packaging, and (3) informed [product and packaging]. The same chocolate tasted in (1) was wrapped in six different packaging concepts (bold, fun, every day, special, healthy, premium) developed based on TNS NeedScope™ model for (3). There were significant differences in liking towards taste based on packaging. Liking scores for (3) reduced when expectations created by packaging were not met. Regression analysis explained, taste had strongest association (r = 0.73) towards WTP. Cochran's Q and McNemar tests showed significant differences in frequencies of emotion-based terms between packaging and informed conditions. These findings can be used in product design to evaluate product attributes by enhancing emotional attachment towards chocolate.

The Impact of the Content of the Label on the Buying Intention of a Wine Consumer

This paper aims to analyze the influence of the content of the label of wine bottles on the purchase intention of wine. The sample was 114 individuals (51, 32% women and 48, 67% men) inside simulated Supermarket at Javeriana University of the city of Cali (Colombia). They were viewed for 2 min in front of a grocery shelving with 100 wines. The study uses eye tracking to estimate the behavior related to wine attributes included on the label of wine bottles, specifically the denomination of origin, nutritional information, and health warnings. The authors use the hierarchical model methodology, which generates a pattern of relationships among variables. Among the results, it is possible to determine a consistent model for purchase intention, where the mentioned components of the label that are related to wine attributes and their interactions constitute important factors in the possibility of influencing a purchase intention. However, when executing a group division of the audience attending to the experience in wine consumption, it is evident that based on their experience, consumers read the labels' information differently, causing certain effects in their buying intention.

The role of production process and information on quality expectations and perceptions of sparkling wines

BACKGROUND

This study, by combining sensory and experimental economics techniques, aims to analyse to what extent the production process, and the information about it, may affect consumer preferences. Sparkling wines produced by Champenoise and Charmat methods were the object of the study. A quantitative descriptive sensory analysis with a trained panel and non-hypothetical auctions combined with hedonic ratings involving young wine consumers (N = 100), under different information scenarios (Blind, Info and Info Taste), were performed.

RESULTS

The findings show that the production process impacts both the sensory profile of sparkling wines and consumer expectations. In particular, the hedonic ratings revealed that when tasting the products, both with no information on the production process (Blind) and with such information (Info Taste), the consumers preferred the Charmat wines. On the contrary, when detailed information on the production methods was given without tasting (Info), consumers liked the two Champenoise wines more.

CONCLUSION

It can be concluded that sensory and non-sensory attributes of sparkling wines affect consumers' preferences. Specifically, the study suggests that production process information strongly impacts liking expectations, while not affecting informed liking. © 2018 Society of Chemical Industry.

On the effects of storytelling on wine price

Thanks to the new developments of internet technology and social media, communication is giving consumer newfound awareness. Additionally, thanks to the technological development, the modern consumer is getting always more informed and interactive, both with other consumers and brands. He requires traditional products to be experience-based, with strong links to local culture and tradition. Storytelling based marketing is having strong impact on brand loyalty and emotional connections of consumers to wine. The study presents a review of the literature on food&wine storytelling and social media use, and draws hypotheses to the study of the wine marketing for the future.

A cross-cultural examination of Australian, Chinese and Vietnamese consumers' attitudes towards a new Australian wine product containing Ganoderma lucidum extract

Ganoderma lucidum (GL) is a woody mushroom that has been widely used for many centuries in traditional Chinese medicine. Its bioactive-compounds are believed to promote longevity and prevent diseases in humans. With the close proximity of emerging Asian markets, Australian winemakers are beginning to adopt consumer-centric wine product development as a strategy to generate wines with profiles that meet the specific demands of these consumers. This cross-cultural study recruited 412 wine consumers (Chinese, Vietnamese and Australian) to participate in a survey to understand wine consumers' potential acceptance and self-reported intent towards new wine products produced with GL extracts and the relationship of their responses with wine neophobicity across cultures. Findings revealed that all consumer groups accepted the notion that GL wine products would be worth tasting and they would try them at social events, with Vietnamese consumers being particularly interested. Using the wine neophobia scale (WNS), three segments containing wine neophiles (n = 110), neutrals (n = 190) and wine neophobes (n = 112) were identified. The results revealed that Australian and Chinese participants were significantly more wine neophilic, compared to Vietnamese. As expected, neophiles were more prepared to taste and purchase GL wine products compared to neophobes across all three countries, although no gender differences were observed. The study provides the wine industry insights about consumers' attitudes towards a new GL wine product targeted to Australian and Asian markets that could help develop new niche wine categories and enhance consumers' satisfaction.