Exploration of flavor familiarity effect in Korean and US consumers' hot sauces perceptions

Novel Liquor-Based Hot Sauce: Physicochemical Attributes, Volatile Compounds, Sensory Evaluation, Consumer Perception, Emotions, and Purchase Intent

Hot sauces are popular peppery condiments used to add flavor and sensory excitement to gastronomical preparations. While hot sauce occupies a retail category well over a century old, a novel production method using liquor as the base preservative rather than traditional vinegar is now commercially available, and its uniqueness begs study. Hot sauces produced with tequila, rum, vodka, and bourbon were compared to traditional vinegar-based hot sauces concerning physicochemical properties, volatile compounds, microbiological quality, sensory scores, emotions, and purchase intent (PI). Under accelerated conditions, pH, titratable acidity (TA), water activity (Aw), viscosity, and color were analyzed weekly for 20 weeks, whereas rheological properties, coliforms and yeasts and molds were examined on weeks 1 and 20. Hexyl n-valerate, butanoic acid, 3-methyl-, hexyl ester, and 4-methylpentyl 3-methylbutanoate were found in high concentrations in the pepper mix as well as the hot sauce produced with vinegar. When compared to vinegar-based hot sauces, liquor-based hot sauces had similar Aw (p > 0.05), higher pH, viscosity, and L* values and lower TA, a*, and b* values (p < 0.05). Samples formulated with liquors increased the relaxation exponent derived from G’ values having a greater paste formation when compared to vinegar-based hot sauces. The sensory evaluation was carried out in Honduras. The liquor-based hot sauces had a significant (p < 0.05) impact on emotion and wellness terms. Bourbon and tequila samples had higher ratings than control samples in several wellness and emotion responses (active, energetic, enthusiastic, good, curious, pleased, stimulated, and wild). Adventurous, joyful, free, worried, refreshed, and healthy scores were not significantly (p > 0.05) different among treatments.

Flavor Profiling by Consumers Segmented According to Product Involvement and Food Neophobia

The relationship between food-related individual characteristics and performance in sensory evaluation was investigated. The study focused on differences in discriminative ability and perceptual sensitivity according to levels of product involvement or food neophobia during the intensity rating of sensory attributes in consumer profiling. Consumers (N = 247) rated the intensity of attributes for seven flavored black tea drinks and completed the Food Neophobia Scale and the Personal Involvement Inventory measuring product involvement with the flavored black tea drink. In the higher product involvement (IH) group and the lower food neophobia (NL) group, the number of sensory attributes representing the sample effect and of subsets discriminating the samples were greater, and more total variance of the samples was explained. The higher the product involvement or the lower the food neophobia, the greater the differentiation in characterizing samples with more attributes in the intensity ratings. Interestingly, the high food neophobia (NH) group showed less active performance compared to the NL group during the sensory evaluation overall, but the NH group was more concerned about unfamiliar attributes and samples. The results implied that the positive attitude resulting from high product involvement and low food neophobia may induce more active behavior and better performance during the sensory evaluation.

Texture Preferences of Chinese, Korean and US Consumers: A Case Study with Apple and Pear Dried Fruits

The present study aimed to understand the drivers of liking dried apple and pear chips with various textures among Chinese (n = 58), Korean (n = 58), and US (n = 56) consumers. The possibility of hedonic transfer from snack texture preferences to fruit-chip texture preferences was also investigated among Chinese and Koreans. Fourteen fruit-chip samples with four textural properties (crispy, puffy, soft, and jelly-like) were selected. Consumers rated their level of liking for each sample, and then they performed hedonic-based projective mapping with the same samples. In the hedonic texture transfer investigation, consumers rated their acceptance of nine snacks with various textures but possessing similar textures to those of dried fruit samples. The data were analyzed by ANOVA and multiple factor analysis. Most consumers disliked samples with a soft or jelly-like texture, while liked samples with a crispy texture. Cross-cultural differences were observed in the liking of puffy samples, with both Chinese and Koreans liking puffy samples as much as crispy ones for their melting characteristics in the mouth, while US consumers perceived the puffy samples as being Styrofoam-like and disliked them. Hedonic transfer was observed from snack texture preferences to fruit-chip. Individual texture preferences for snacks seem to significantly affect the texture preferences for fruit chips.

Comparison of consumer perception and liking of bulgogi marinade sauces between Korea and Japan using flash profiling

This study compared the perception of and preference for seven bulgogi marinade sauces between Korean and Japanese consumers. Flash profiling (10 panelists each) and consumer test (97 Japanese and 102 Koreans) were conducted. Results showed that both Korean and Japanese panelists perceived the samples similarly but described using different terms. There were significant crosscultural differences in most liking and just-about-right attributes, except texture liking and sweetness. Both consumer panelists preferred sweeter samples, but Japanese consumers rated liking for less sweet samples higher than Korean consumers. Japanese consumers considered strong saltiness, umami, and soy sauce flavor as "just-about-right," whereas Korean consumers considered the same levels as "much too strong". Familiarity showed a significantly positive correlation with both Korean and Japanese consumers' liking, but authenticity was only significantly correlated with Korean consumers' liking. This indicates that perception of authenticity might not have a strong impact on Japanese consumers' liking.