Comparison in Use of the 9-Point Hedonic Scale between Americans, Chinese, Koreans, and Thai

Analytic-holistic cognitive styles affect consumer responses to food and beverage samples during sensory evaluation

Recent studies have shown that the analytic-holistic theory is applicable in sensory science-related areas. Analytic and holistic cognitive style groups have been found to have significantly different perceptions and behaviors within food-related scenarios. These differences were further investigated and identified within the current study, focusing on specific areas of common sensory tests and analyses where analytic and holistic cognitive style groups may differ from one another. Before the main study, 419 volunteers were classified into three groups based on their scores to the Analysis-Holism Scale (AHS). The extreme groups (65 adults for each) were identified as the "analytic" and "holistic" cognitive style groups, respectively. Participants evaluated fruit-flavored beverages and fruit samples for their impression of the intensity or hedonic aspects in the study conducted over two sessions. Each session either employed solely category or line scale for the questions. Analyses focused on the analytic and holistic group comparisons in mean, variance, penalty analysis, and pre- and post-AHS score differences. Results showed that the holistic group exhibited significantly higher mean scores and standard deviations in the hedonic ratings of fruit samples than the analytic group did. Compared to the analytic group, the holistic group showed significantly smaller mean drops in overall liking across the five Just-About-Right (JAR) questions related to flavors or tastes of the mixed-fruit flavored water. A significant difference between the AHS scores measured before and after the sensory evaluation was observed in the holistic group, but not in the analytic group. In conclusion, our findings provide empirical evidence that cognitive styles affect consumer responses to food or beverage samples during sensory evaluation tasks. This implies that sensory professionals may consider these analytic-holistic contrasts while exploring consumer responses to their target samples.

Remote sensory assessment of beer quality based on visual perception of foamability and biometrics compared to standard emotional responses from affective images

The social isolation settings derived from the COVID-19 pandemic affected the standard sensory evaluation techniques used in the food and beverage industry. This situation forced companies and researchers to assess other options to continue conducting these tests in remote contactless locations. This study aimed to evaluate two sets of samples (i) six images from Geneva affective picture database (GAPED) and (ii) six videos of beer pouring using traditional self-reported sensory data and emotional response from consumers biometrics. Specifically, four research questions (RQ) arouse from this study: RQ1: are there significant differences between GAPED images and beers in unconscious and self-reported responses from consumers?, RQ2: are there any correlations between subconscious and self-reported responses from consumers when assessing beer?, RQ3: can consumers differentiate positive, neutral and negative images based on subconscious and self-reported responses?, RQ4: are there any relationships between subconscious and self-reported responses when assessing GAPED images and beers, and how are samples associated with variables? A total of 113 Mexican beer consumers participated in the virtual sensory session using an online videoconference software to record videos of participants during the session. Results showed there were significant differences (p < 0.05) between samples, especially for self-reported responses (RQ1), and several correlations between variables, such as positive correlations between the perceived quality of beers and happy emoji (r = 0.84), and negative correlation with confused emoji (r = -0.97; RQ2). Besides, using the proposed methods, consumers were able to correctly differentiate through elicited emotions the positive, neutral and negative GAPED images (RQ3). Regarding RQ4, several relationships were found between variables in both GAPED images and beers; however, it was found that different emotions were elicited depending of the stimuli used. The proposed method showed to be a reliable and practical option to conduct visual and potentially tasting sensory tests in isolation and recruit participants from different countries without travelling to collect their responses.

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.

Emotional intelligence, voice and flow: a team-level study of work teams

Purpose

This paper aims to investigate how emotional intelligence and voice climate interact with flow in work teams.

Design/methodology/approach

The authors used multilevel structural equation modeling to analyze the nested data (individuals within teams). A total of 42 work teams (166 full-time employees) from the service industry participated in this research.

Findings

The results showed that emotional intelligence and voice behavior are positively associated with flow experience at the individual level. It was also demonstrated that emotional intelligence exerts partial influence on flow via individual voice behavior. At the team level, the authors only found a positive relationship between emotional intelligence and flow.

Originality/value

This research fills the knowledge gap of flow’s antecedents in teams. Members who are emotional intelligent and active in making suggestions to teams are more likely to experience flow in teams. Practitioners should be able to facilitate flow in the workplace through implementing training modules related to emotion appraisal/regulation and effective voice behavior.

The Implications of COVID-19 on Chinese Consumer Preferences for Lamb Meat

This study assessed if Chinese consumer attitudes towards a range of lamb attributes (such as origin, food safety, appearance, taste, price), and their opinions of New Zealand lamb (9- and 7-point Likert scales, respectively), had changed since the outbreak COVID-19. The same survey was carried out in Shanghai and Beijing pre (December 2018) and post COVID-19 (November 2020), ~9 months after China's initial outbreak, with 500 and 523 consumers, respectively. From December 2018 to November 2020, there was an increase in the proportion of Chinese consumers purchasing red meat online or from a butcher, and cooking their lamb well-done. In contrast, there were minimal differences in Chinese consumer ratings between December 2018 and November 2020 for different lamb attributes and opinions of New Zealand lamb. Cluster analysis revealed that many consumers (140 in December 2018/376 in November 2020) used only a small portion of the high end of the scale when rating lamb attributes, resulting in little differences between the attributes. This study suggests COVID-19 has enhanced some food safety related behaviors but had little effect on Chinese opinions and preferences for New Zealand lamb attributes. It also highlights that survey design should be carefully considered when collecting responses from Chinese consumers.

Comparing the Rate-All-That-Apply and Rate-All-Statements Question Formats across Five Countries

Rate All That Apply (RATA) is a derivative of the popularly used Check-All-That-Apply (CATA) question format. For RATA, consumers select all terms or statements that apply from a given list and then continue to rate those selected based on how much they apply. With Rate All Statements (RATING), a widely used standard format for testing, consumers are asked to rate all terms or statements according to how much they apply. Little is known of how the RATA and RATING question formats compare in terms of aspects such as attribute discrimination and sample differentiation. An online survey using either a RATA or RATING question format was conducted in five countries (Brazil, China, India, Spain, and the USA). Each respondent was randomly assigned one of the two question formats (n = 200 per country per format). Motivations for eating items that belong to five food groups (starch-rich, protein-rich, dairy, fruits and vegetables, and desserts) were assessed. More “apply” responses were found for all eating motivation constructs within RATING data than RATA data. Additionally, the standard indices showed that RATING discriminated more among motivations than RATA. Further, the RATING question format showed better discrimination ability among samples for all motivation constructs than RATA within all five countries. Generally, mean scores for motivations were higher when RATA was used, suggesting that consumers who might choose low numbers in the RATING method decide not to check the term in RATA. More investigation into the validity of RATA and RATING data is needed before use of either question format over the other can be recommended.

Unstructured numerical intensity scales: Models, protocols and errors

A sample of 62 untrained subjects were assessed on their ability to use unstructured numerical 9-point and 30-point category scales along with an unstructured line scale, using both rank-rating and serial monadic protocols. Visual stimuli were used for convenience, the task being to rate the heights of 12 easily discriminable columns of mung beans held in transparent vertical cylinders. Such stimuli had no perceptual variance, which would otherwise have added uncontrolled variance to the subjects' performance. Two measures of performance were used for each of the 6 experimental conditions. First, mean number of 'scaling errors' made in each of the six experimental conditions was computed. In this experiment, a scaling error was defined as giving a taller column a score equal to or less than a shorter column. The lower the error count, the better the subjects' performance. The second measure was to match the subjects' rating scale pattern of scores to a 'true' pattern of scores, derived from the physical measurements of the 12 columns. For this, a 'dissimilarity score' was developed. This compared the sum of the Euclidean distances between standardized true scale ratings for each of the column's 12 true heights, with those obtained from each subject. This gave a measure of the mismatch between the subject's set of scores and the true set of scores. Both the scaling error counts and the dissimilarity measures, indicated that subjects performed significantly better using the rank-rating protocol than the serial monadic. This was because of the effects of forgetting the exact intensities of stimuli once they had been removed, removal of stimuli being a necessary part of the serial monadic protocol. Subjects were penalized when using the 9-point scales, because there were too few categories to represent the different heights of all 12 columns. This introduced the concept of 'sufficient space'. Using the rank-rating protocol, the 30-point and line scales, with no memory problems and sufficient space elicited the best performances; they were not significantly different.

A Comparison of the Percentage of "Yes" (Agree) Responses and Importance of Attributes (Constructs) determined using Check-All-That-Apply and Check-All-Statements (Yes/No) Question Formats in Five Countries

Check All That Apply (CATA) has become a popular type of questionnaire response in sensory/consumer research in recent years. However, some authors have pointed out potential problems with the method. An online survey using either a Check-All-That-Apply (CATA) or Check-All-Statements (CAS) format for questions was conducted to provide a deeper understanding of the response data using the two question formats. With CATA, respondents select all terms or statements that apply from a given list, while, with CAS, respondents must respond (e.g., yes/no or agree/disagree) to each term or statement to show that it applies or does not apply. Respondents from five countries (Brazil, China, India, Spain, and the USA) were randomly assigned one of the two question formats (N = 200 per country per method). Motivations for eating items that belong to five food groups (starchy, protein, dairy, fruits, and desserts) were assessed. Results showed that CAS had higher percentages of “agree” responses than CATA. Also, the response ratio of CAS and CATA data was different, suggesting that interpretations of the data from each response type would also be different. Respondents in the USA, China, and Spain took longer to complete the CAS questionnaire, while respondents in Brazil and India had similar time durations for the two question formats. Overall, the CATA format was liked slightly more than the CAS format and fewer respondents dropped out of the survey when using the CATA response type. These findings suggest that the CATA format is quick and relatively easy for consumers to complete. However, it provokes fewer “apply” responses, which some psychologists suggest underestimates applicable terms or statements and CATA provides a different interpretation of data than the CAS format that requires consumers to respond to each term or statement. Further, CAS may overestimate the applicable terms. Consumer insights collected using CATA and CAS can lead to different decisions due to differences in data interpretation by researchers (e.g., marketers, nutritionists, product developers, and sensory scientists). More investigation is needed for the CATA and CAS question formats.

The Dessert Flip: Consumer preference for desserts with a high proportion of fruit and nuts

American adults consume excess added sugar and saturated fat, and not enough fruit. A possible solution is the "Dessert Flip," a shift in which the proportions of more sustainable plant-based garnishes, such as fruit and nuts, are increased, while the proportion of conventional dessert is reduced. We hypothesized that the pleasing properties of fruits and nuts-color, variety, flavor, and texture-would allow the Dessert Flip to be liked as well or better than a conventional dessert by college-aged students in a dining hall. In a sensory test, participants (n = 118) significantly preferred plated flipped desserts-those containing 80% by weight fruit (strawberries, raspberries, blueberries, and mangoes) and nuts with 20% cake-over the conventional versions of those desserts with 80% cake and 20% fruit and nuts. No significant differences were found in overall liking. In a second experiment, after eating an entrée, participants (n = 150) chose pictures of multiple varieties of flipped cakes with 60% fruit and 40% cake significantly more than pictures of conventional 80% cake for dessert. Based on the U.S. average fruit prices, the Dessert Flip can be equal or lower in price per serving compared to an ungarnished typically sized cake. We conclude that the Dessert Flip offers a feasible option for increasing servings of fruits and nuts in desserts as well as reducing added sugar and saturated fat while maintaining sensory appeal. Future dietary guidelines could include this general strategy as a recommendation for helping adults include more fruits in their diets. PRACTICAL APPLICATION: The Dessert Flip offers an appetizing way for foodservice to promote healthier eating by increasing servings of fruits and nuts in their desserts while reducing added sugar and saturated fat. Consumers can try this strategy at home by cutting a smaller piece of cake and adding fruit on the side.

Effects of Imagery as Visual Stimuli on the Physiological and Emotional Responses

Study of emotions has gained interest in the field of sensory and consumer research. Accurate information can be obtained by studying physiological behavior along with self-reported-responses. The aim was to identify physiological and self-reported-responses towards visual stimuli and predict self-reported-responses using biometrics. Panelists (N = 63) were exposed to 12 images (ten from Geneva Affective PicturE Database (GAPED), two based on common fears) and a questionnaire (Face scale and EsSense). Emotions from facial expressions (FaceReaderTM), heart rate (HR), systolic pressure (SP), diastolic pressure (DP), and skin temperature (ST) were analyzed. Multiple regression analysis was used to predict self-reported-responses based on biometrics. Results showed that physiological along with self-reported responses were able to separate images based on cluster analysis as positive, neutral, or negative according to GAPED classification. Emotional terms with high or low valence were predicted by a general linear regression model using biometrics, while calm, which is in the center of emotion dimensional model, was not predicted. After separating images, positive and neutral categories could predict all emotional terms, while negative predicted Happy, Sad, and Scared. Heart Rate predicted emotions in positive (R2 = 0.52 for Scared) and neutral (R2 = 0.55 for Sad) categories while ST in positive images (R2 = 0.55 for Sad, R2 = 0.45 for Calm).

Ethnicity, gender and physiological parameters: Their effect on in vivo flavour release and perception during chewing gum consumption

In this study, the impact of physiological parameters, ethnicity and gender on flavour perception and flavour release of chewing gum was investigated. Proton Transfer Reaction Mass Spectrometry in-nose monitoring of volatile organic compounds was coupled to discontinuous time intensity sensory evaluation for mint flavour and sweetness perception. Each of the 29 subjects, 14 European and 15 Chinese panelists (13 male and 16 females, age 24 ± 1.4 years old) consumed the samples in triplicates. Physiological parameters (oral cavity volume, salivary flow, acetone and isoprene concentration and fungiform papillae density) were measured. Significant differences for in vivo flavour release between Chinese and European panelists after 90 s of consumption and after the gum was removed from the mouth were found. Significant differences were observed also in flavour and sweetness perception while no gender effect was detected. In this work, for the first time an effect of ethnicity on in-nose flavour release monitored through PTR-MS was noticed during chewing gum consumption, in agreement with the findings from sensory evaluation. Single physiological parameters do not explain the relation between flavour in nose release and perception during consumption.

EmojiGrid: A 2D pictorial scale for cross-cultural emotion assessment of negatively and positively valenced food

Because of the globalization of world food markets there is a growing need for valid and language independent self-assessment tools to measure food-related emotions. We recently introduced the EmojiGrid as a language-independent, graphical affective self-report tool. The EmojiGrid is a Cartesian grid that is labeled with facial icons (emoji) expressing different degrees of valence and arousal. Users can report their subjective ratings of valence and arousal by marking the location on the area of the grid that corresponds to the emoji that best represent their affective state when perceiving a given food or beverage. In a previous study we found that the EmojiGrid is robust, self-explaining and intuitive: valence and arousal ratings were independent of framing and verbal instructions. This suggests that the EmojiGrid may be a valuable tool for cross-cultural studies. To test this hypothesis, we performed an online experiment in which respondents from Germany (GE), Japan (JP), the Netherlands (NL) and the United Kingdom (UK) rated valence and arousal for 60 different food images (covering a large part of the affective space) using the EmojiGrid. The results show that the nomothetic relation between valence and arousal has the well-known U-shape for all groups. The European groups (GE, NL and UK) closely agree in their overall rating behavior. Compared to the European groups, the Japanese group systematically gave lower mean arousal ratings to low valenced images and lower mean valence ratings to high valenced images. These results agree with known cultural response characteristics. We conclude that the EmojiGrid is potentially a valid and language-independent affective self-report tool for cross-cultural research on food-related emotions. It reliably reproduces the familiar nomothetic U-shaped relation between valence and arousal across cultures, with shape variations reflecting established cultural characteristics.

Mastication of Nuts under Realistic Eating Conditions: Implications for Energy Balance

The low digestibility and high satiety effects of nuts have been partly attributed to mastication. This work examines chewing forces and the bolus particle size of nuts (walnuts, almonds, pistachios) varying in physical properties under different conditions (with and without water, juice, sweetened yogurt and plain yogurt) along with satiety sensations and gut hormone concentrations following walnut consumption (whole or butter). In a randomized, cross-over design with 50 adults (25 males, 25 females; Body Mass Index (BMI) 24.7 ± 3.4 kg/m²; age: 18⁻52 years old (y/o), the chewing forces and particle size distribution of chewed nuts were measured under different chewing conditions. Appetite sensations were measured at regular intervals for 3 h after nut intake, and plasma samples were collected for the measurement of glucose, insulin and Glucagon-like peptide-1 (GLP-1). The three nuts displayed different particle sizes at swallowing though no differences in chewing forces were observed. Walnuts with yogurt yielded larger particle sizes than the other treatments. Particle size was not correlated with either food palatability or flavor. Fullness sensations were higher after whole nut than nut butter consumption though there were no significant changes in glucose, insulin, or GLP-1 concentrations under any condition. Changing the conditions at swallowing might influence the release of energy from nuts.

Physicochemical Properties and Sensory Evaluation of Wheat-Purple Rice Biscuits Enriched with Green-Lipped Mussel Powder (Perna canaliculus) and Spices

Biscuits are one of the most consumed bakery products eaten by everyone. Purple rice contains much higher levels of antioxidants, vitamins, and minerals such as iron and zinc compared to wheat. The aim of this work was to produce a protein-rich biscuit made from purple rice flour and defatted green-lipped mussel powder (Perna canaliculus) (0–20%) blended with ginger and galangal spices at 4% for each spice. The objective was to produce an inexpensive, balanced, healthy snack product containing increased levels of protein and antioxidants from the mussel powder and to investigate the consumer preferences of these biscuits using the four different ethnic groups (Thai, Chinese, Caucasian, and Pacific Islanders) living in New Zealand. The addition of the mussel powder increased the crude protein content by 43% and the protein digestibility by 21% at the highest level of inclusion. The addition of mussel powder significantly (p<0.05) increased the hardness of biscuits while making small increases in the browning index of the cooked biscuit. The phenolic contents and antioxidant activities (DPPH and ABTS) were significantly (p<0.05) increased as additional amounts of mussel powder were incorporated into the biscuit mix, resulting in a reduction in the total starch contents. The addition of 10% mussel powder to the control biscuit mix was accepted by all the ethnic groups. Overall, the Pacific Islanders showed a higher appreciation for all the attributes tested.

Food choice patterns among frail older adults: The associations between social network, food choice values, and diet quality

Social network type might affect an individual's food choice because these decisions are often made as a group rather than individually. In this study, the associations between social network type, food choice value, and diet quality in frail older adults with low socioeconomic status were investigated. For this cross-sectional study, 87 frail older adults were recruited from the National Home Healthcare Services in Seoul, South Korea. Social network types, food choice values, and diet quality were assessed using The Practitioner Assessment of Network Type Instrument, The Food Choice Questionnaire, and mean adequacy ratio, respectively. Results showed that frail older adults with close relationships with local family and/or friends and neighbors were less likely to follow their own preferences, such as taste, price, and beliefs regarding food health values. In contrast, frail older adults with a small social network and few community contacts were more likely to be influenced by their food choice values, such as price or healthiness of food. Frail older adults who tend to choose familiar foods were associated with low-quality dietary intake, while older adults who valued healthiness or use of natural ingredients were associated with a high-quality diet. The strength and direction of these associations were dependent on social network type of frail older adults. This study explored the hypothesis that food choice values are associated with a certain type of social network and consequently affect diet quality. While additional research needs to be conducted, community-based intervention intended to improve diet quality of frail older adults must carefully consider individual food choice values as well as social network types.

The 9-point hedonic scale and hedonic ranking in food science: some reappraisals and alternatives

The 9-point hedonic scale has been used routinely in food science, the same way for 60 years. Now, with advances in technology, data from the scale are being used for more and more complex programs for statistical analysis and modeling. Accordingly, it is worth reconsidering the presentation protocols and the analyses associated with the scale, as well as some alternatives. How the brain generates numbers and the types of numbers it generates has relevance for the choice of measurement protocols. There are alternatives to the generally used serial monadic protocol, which can be more suitable. Traditionally, the 'words' on the 9-point hedonic scale are reassigned as 'numbers', while other '9-point hedonic scales' are purely numerical; the two are not interchangeable. Parametric statistical analysis of scaling data is examined critically and alternatives discussed. The potential of a promising alternative to scaling itself, simple ranking with a hedonic R-Index signal detection analysis, is explored in comparison with the 9-point hedonic scale.

Identifying the drivers of liking by investigating the reasons for (dis)liking using CATA in cross-cultural context: a case study on barbecue sauce

BACKGROUND

The present study cross-culturally investigated the drivers of liking for traditional and ethnic chicken marinades using descriptive analysis and consumer taste tests incorporating the check-all-that-apply (CATA) method. Seventy-three Koreans and 86 US consumers participated. The tested sauces comprised three tomato-based sauces, a teriyaki-based sauce and a Korean spicy seasoning-based sauce. Chicken breasts were marinated with each of the five barbecue sauces, grilled and served for evaluation. Descriptive analysis and consumer taste tests were conducted. Consumers rated the acceptance on a hedonic scale and checked the reasons for (dis)liking by the CATA method for each sauce. A general linear model, multiple factor analysis and chi-square analysis were conducted using the data.

RESULTS

The results showed that the preference orders of the samples between Koreans and US consumers were strikingly similar to each other. However, the reasons for (dis)liking the samples differed cross-culturally. The drivers of liking of two sauces sharing relatively similar sensory profiles but differing significantly in hedonic ratings were effectively delineated by reasons of (dis)liking CATA results.

CONCLUSION

Reasons for (dis)liking CATA proved to be a powerful supporting method to understand the internal drivers of liking which can be overlooked by generic descriptive analysis.

Comparison of sensory, physiological, personality, and cultural attributes in regular spicy food users and non-users

Some individuals savor spicy foods, while others avoid them. Reasons underlying this range of hedonic responses are unknown. The purpose of this study was to explore the basis for individual differences in preference for spicy foods. Regular spicy food users (n=13) and non-users (n=12) were characterized for selected sensory, physiological, personality, and cultural attributes. Individual differences between users and non-users were primarily related to sensory and cultural attributes (i.e., a higher proportion of users reported consuming spicy foods since childhood and users rated spicy foods as more palatable and were better able to discriminate this burn than non-users). Users and non-users exhibited comparable responsiveness to noxious pressure pain, oral tactile sensitivity, and auditory sensitivity, varying only in responsiveness to oral thermal heat (i.e., users were more sensitive to increases than non-users). Studied personality traits did not vary between users and non-users. These findings suggest that prior experience, rather than physiological adaptation or personality differences, may best predict preference for spicy foods. These findings are of public health interest, given that spicy food consumption is reported to confer weight management and food safety benefits.