Consumer ratings of situational (‘item-by-use’) appropriateness predict food choice responses obtained in central location tests

Sensory, emotional, and appropriateness of plant- and meat-based burgers

The plant-based meat alternative market is experiencing rapid growth. However, whether this growth extends to mainstream consumers will depend on the sensory profile, emotional profile, and situational appropriateness of these products. This study provides a sensory comparison between two plant-based burgers, one hybrid burger, and a conventional 100% ground beef burger. The sensory evaluation was carried out under blind and informed conditions using a between-subject design. Participants (n = 177) were asked to rate the appearance, flavor, odor, and texture of each product and indicate their overall liking. In addition, 26 sensory terms were evaluated using the rate-all-that-apply technique. The study also measured the emotional profile and the situational appropriateness elicited by each product using the check-all-that-apply technique. The results showed that (a) in the blind condition, there were no significant differences observed in overall liking across the four burgers; (b) the plant-based burger made with pea protein received the lowest overall liking score, and its evaluation was not positively influenced by product information disclosure; (c) providing product information influenced the perceived intensity of the attributes associated with meat; (d) discriminatory ability for emotions was higher in the informed condition; and (e) for the situational appropriateness, when prioritizing healthy eating, participants considered plant-based burgers more suitable than the groundbeef burger. PRACTICAL APPLICATION: Our results demonstrate that product descriptions could have an impact on consumer acceptance of different meat burger alternatives. In order to launch successfull meat alternatives, product developers and communication marketing specialists should consider the extent to which these alternatives resemble regular meat products in terms of their sensory and emotional profiles and context of use.

The Impact of Interpretive Packaged Food Labels on Consumer Purchase Intention: The Comparative Analysis of Efficacy and Inefficiency of Food Labels

The objectives of this study are twofold. Firstly, the current study elucidates the impact and efficacy of food labels in developing consumers' attitudes and intentions towards the selection of nutritional food. Secondly, the inefficacy of labels in developing consumers' attitudes and intentions towards healthy packaged food selection is demonstrated. The supportive theories of the current model are those of reasoned action and protection motivation. The data of 797 respondents have been collected from four major grocery stores in Pakistan. The structural equation model has been employed for the analysis of data. The results indicate that the efficacy of food labels has a positive significant effect on attitudes towards familiar and unfamiliar foods. In contrast to this, inefficacy in labelling has shown a positive significant effect on familiar foods but is insignificant for unfamiliar foods. The user-friendly food labels significantly affect unfamiliar foods in terms promoting consumer attitudes. Reciprocally, the inefficacy of labels creates a hindrance to the reading of unfamiliar labels while purchasing food items. The study findings reveal the fact that food label information and its format influences consumer attitudes and intentions at the point of purchase.

Sensory drivers of perceived situational appropriateness in unbranded foods and beverages: Towards a deeper understanding

Measures of product performance that effectively predict food and beverage choices are highly sought after. A simple method to add value to hedonic data is that of item-by-use (IBU) appropriateness, where consumers are presented with a list of possible consumption situations and asked to indicate how well a product fits them. A persistent misconception surrounding this approach is that it is relevant for discriminating between different products, but not between variants within the same product category, which is often the focus of sensory and consumer studies. To provide a deeper understanding of the sensory underpinnings of appropriateness, the present work presents experimental evidence from six consumer studies (116-210 consumers per study) employing unbranded product variants from the same category. Products were successfully discriminated based on IBU appropriateness in all studies, even when sensory variation was unidimensional and controlled (such as a basic lemonade recipe varying in sugar content). While product differentiation based on the sensory profiles was greater than differentiation based on appropriateness, the results clearly show that sensory variation, in and of itself, is sufficient to elicit differences in perceived appropriateness. As expected, the degree of inter-product differences in appropriateness was approximately linearly related to the degree of differences in sensory profiles. Finally, while some sensory properties independently affected perceived appropriateness, the magnitude (and in some cases the direction) of the effects often depended on the level of product liking.

Measuring and Leveraging Motives and Values in Dietary Interventions

Why measure and leverage food motives and values? Every failure and every success in dietary change can be connected to motivation. Therefore, this research question naturally arises: How can food motives and values be measured and leveraged to improve diet outcomes from the individual to populations? There are four ways that food motives and values (FMVs) can assist researchers and health professionals. First, FMVs can help to create a personalized approach to dietary change. Second, FMVs can inform content for dietary interventions. Third, these FMV measures can be used in data analysis to elucidate differences in adherence and outcomes among participants. Fourth, public health nutrition messages can be tailored using information on FMVs. Each of these uses has the potential to further the literature and inform future efforts to improve diet. A central aim of our study is to provide specific examples and recommendations on how to measure and leverage FMVs. To do so, we reviewed 12 measures included in the literature citing the Food Choice Questionnaire by Steptoe, Pollard, and Wardle, which was identified as the earliest, highly cited article appearing under the search terms “food motives” AND “food values” AND “eating behavior” AND “measure”. Specific details on how articles were selected from the citing literature are described in the Methods section. We also expound on our reasoning for including the Three-Factor Eating Questionnaire, which made for 13 measures in total. Our main finding is that each measure has strengths and shortcomings to consider in using FMVs to inform nutritional recommendations at different levels.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

Investigating patterns of millennials' interest in gluten-free beer in Poland: A question of beer price and alcohol content

The quality perception of gluten-free beer was explored using conjoint analysis with a panel of Polish millennials (n = 200; aged 20 to 35), who were given 64 gluten-free beer concepts to evaluate and score on a 9-point scale of interest (1 = not interested at all; 9 = extremely interested). The constituent factors of the beer concepts were alcohol content, color, type of malt, price, drinking location and occasion, bottle size, label claims, type of farming, type of brewer, and bottle closure. Consumers judged price (38.4%) and alcohol (28.8%) five times more important than the other factors. Bottle size (5.3%), claims (4.8%), type of brewer (4.8%), malt type (4.6%), bottle closure (4.0%), beer color (3.6%), drinking location (2.3%), drinking occasion (2.0%), and type of farming (1.3%) were considered of little importance. The interest of Polish Millennials in gluten-free beer resulted moderate and not linked to medical needs. Males were more interested in gluten-free beers and gave more importance to alcohol content and less importance to price, compared to females. However, for both genders, interest and price were inversely correlated, while interest and alcohol content were directly correlated. PRACTICAL APPLICATION: The identification of the product factors that are preferred by consumers is paramount to translate consumers' needs and expectations into a beer designed to produce the best possible product in a relatively short period. Including information directly obtained from consumers before final design decisions are taken on the final beer output, helps ensuring development directions are on target and constitutes a cost-competitive approach to product development.