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.

Development and validation of a food-related analysis-holism scale (F-AHS)

Recent studies have indicated analytic-holistic cognitive style differences of consumers can significantly impact perceptions, opinions, and behaviors toward foods. Interestingly, these studies have also offered evidence that the sole measurement tool to assess analytic-holistic tendencies, the analysis-holism scale (AHS), may not accurately apply to food-experience-related research scenarios. Due to these notions, Studies 1 and 2 employed the use of 465 and 487 participants, respectively, to develop, refine, and finalize a food-related AHS (F-AHS) using exploratory and confirmatory factor analyses and prior research on analytic-holistic differences and scale development. Study 3 was conducted to validate the newly developed F-AHS, based on the results of Studies 1 and 2, by replicating the procedures and analyses from prior research while using the F-AHS instead of the AHS to segment participants (N = 130). The results of Study 3 provided consistent evidence that the F-AHS better separated participants into analytic and holistic groups than the AHS through larger analytic-holistic differences that more closely aligned with prior analytic-holistic research. Our findings showed that the F-AHS is capable of separating consumers into analytic and holistic cognitive style groups and is better suited to sensory and consumer-related applications than the AHS. PRACTICAL APPLICATION: Our findings provide researchers with an optimized tool to separate consumers into analytic and holistic groups in food-experience-related situations. The food-related analysis-holism scale can then be used in both academia and industry to separate consumers based on cognitive style to better understand how and why consumers show variations in perception, acceptance, and behavior in food-related experiences.

Consumer acceptability and monetary value perception of iced coffee beverages vary with drinking conditions using different types of straws or lids

A recent trend of environmental sustainability has induced many coffee providers to offer alternatives to plastic straws. There has been little research regarding consumer perception of these alternative drinking conditions. This study aimed to determine differences in consumer perception of iced coffee beverages (without ice cubes) between plastic straw and alternative drinking conditions. Brewed samples of medium roast ground coffee beans blend were cooled down and served at 5 °C in the five drinking conditions using different straw materials (plastic, paper, or stainless steel), sippy cup lid, or no lid. Seventy-five consumers rated attribute intensities and acceptances of iced coffee beverages in all five drinking conditions. The results showed that both the mean hedonic ratings of flavor, mouthfeel, or overall impression and the mean amount consumers were willing to pay (US$) for iced coffee beverages were greater in the sippy-cup lid condition than in the paper straw condition. After analyzing consumer comments of the drinking conditions, it was also found that the sippy-cup lid condition induced a more pleasant drinking experience than the paper straw condition. Notably, no significant differences between the plastic and alternative drinking conditions were observed in attribute intensity, acceptance, and monetary value perception of iced coffee beverages. In conclusion, this study shows that consumer experience and acceptability of iced coffee beverages can vary with drinking conditions. Therefore, the coffee industry and sensory professionals should consider not only sensory aspects of coffee, but also drinking conditions to improve consumer experience with coffee beverages.

Olfactory Cues of Restaurant Wait Staff Modulate Patrons' Dining Experiences and Behavior

Ambient scents at retail stores have been found to modulate customer perceptions and attitudes toward retail products and stores. Although ambient scent effects have also been observed in restaurant settings, little is known about the scent-related influences of restaurant wait staff on patron perception and behavior. This study aimed to determine whether olfactory cues from restaurant wait staff can affect patrons’ dining experiences and interpersonal behavior with respect to menu choice, flavor perception, overall liking of meal items, meal satisfaction, consumption amount, and tip amount for wait staff. A total of 213 adults with no olfactory impairments were asked to select and consume one of four chicken meat menu items: baked, broiled, fried, and smoked chicken, in a mock restaurant setting, under one of the three most likely scents of wait staff: congruent (smoky barbecue scent), fragrance (perfume scent), and no scent (control) applied to fabric aprons of wait staff. The results showed that menu choice and flavor perception of chicken meat items did not differ in the presence of the three scent conditions. The effects of wait staff scents on overall liking of chicken meat items, meal satisfaction, and tip amount for wait staff were found to differ as a function of patron gender. Female patrons gave higher ratings of overall liking and meal satisfaction under the fragrance scent condition than under the no scent condition, while male patrons showed no effect with respect to overall liking and an opposite result in the meal satisfaction. Female patrons gave larger tips to wait staff under the congruent scent condition than under the no scent condition, while male patrons exhibited no effect. Patrons also were found to consume chicken meat items the least under the congruent scent condition. In conclusion, this study provides new empirical evidence that wait staff scents at restaurants can affect patrons’ dining experiences and interpersonal behavior and that the effects of such scents vary as a function of patron gender.

Variations in Food Acceptability with Respect to Pitch, Tempo, and Volume Levels of Background Music

This study aimed to determine whether pitch, tempo, and volume levels of music stimuli affect sensory perception and acceptance of foods. A traditional music piece was arranged into versions at two pitches, two tempos, and two volumes. For each session, chocolate and bell peppers were presented for consumption under three sound conditions: 1) upper or 2) lower level with respect to each of the three music elements, and 3) silence. Over three sessions, participants evaluated flavor intensity, pleasantness of flavor, texture impression, and overall impression of food samples, in addition to the pleasantness and stimulation evoked by the music stimuli. Results showed that lower-pitched and louder music stimuli increased hedonic impressions of foods compared to their respective counterparts and/or the silent condition. While the effects of music element levels on hedonic impressions differed with the type of food consumed, the participants liked the foods more when music stimuli were perceived as more pleasant and stimulating. Flavor was perceived as more intense when participants were more stimulated by the music samples. Although a specific element of music stimuli was manipulated, perceptions of other elements also varied, leading to large variations in the music-evoked pleasantness and stimulation. In conclusion, the findings provide empirical evidence that hedonic impressions of foods may be influenced by emotions evoked by music selections varying in music element levels, but it should be also noted that the influences were food-dependent and not pronounced.