The impact of consumer familiarity on edible insect food product purchase and expected liking: The role of media trust and purchase activism

This study aims to investigate the impact of consumer familiarity with edible insect food products on purchase intentions and expected liking. Based on persuasion and information processing theories, this study examines the roles of media trust and purchase activism as underlying psychological mechanisms. The findings of this study indicate that consumer familiarity contributes to the formation of media trust. It adds credibility to the media information and consumers can be more motivated to exercise their purchase activism as the edible insect food movement is closely related to social causes like sustainability. Activist motivation, then, changes consumers' behavioral outcomes such as purchase intention and expected liking of edible insect food products.     

A LABELED AFFECTIVE MAGNITUDE (LAM) SCALE FOR ASSESSING FOOD LIKING/DISLIKING1

The most widely used scale for assessing food liking or disliking is the 9‐pt hedonic scale. Unfortunately, this affective scale suffers from problems related to unequal scale intervals and the underuse of end categories, which results in a reduced ability to differentiate among extremely well liked or extremely disliked foods. Magnitude estimation avoids these problems while enabling ratio statements to be made about the data. However, it does not provide absolute ratings of liking/disliking and can be difficult for some consumers to use. We report here on the development of a labeled affective magnitude scale (LAM) scale that has advantages over both the 9‐pt hedonic scale and magnitude estimation. Forty‐four semantic labels were scaled for their affective meaning by subjects using modulus‐free magnitude estimation. The geometric mean magnitude estimates obtained for each semantic label were used to construct a series of labeled affective magnitude scales by spacing the labels along a visual analogue scale according to their obtained semantic values. Reliability and sensitivity studies were conducted to assess the effects of alternative semantic and numeric labels. The results of these studies led to the choice of a scale format that uses verbal labels that are consistent with the 9‐pt hedonic scale. The labeled affective magnitude (LAM) scale was compared to the hedonic scale and magnitude estimation in several food preference and acceptability tests. The LAM was shown to have equal reliability and sensitivity to the hedonic scale, provided somewhat greater discrimination among highly liked foods, and resulted in data that were similar to magnitude estimation in terms of the obtained ratios among rated stimuli. The LAM scale was also judged by consumers to be as easy to use as the 9‐pt hedonic scale and significantly less difficult than magnitude estimation.     

SHELF-LIFE ESTIMATION OF APPLE-BABY FOOD

The aim of the present work was to study the evolution of the color of an apple‐baby food and to estimate its sensory shelf life. Samples of apple‐baby food stored at 25C were analyzed using trained assessors and a consumer panel. A zero‐order reaction kinetics was found for the evolution of sensory color with storage time. Color was highly correlated with consumers' rejection percentage and overall acceptability, which indicates that consumers consider this attribute when deciding to accept or reject this product and in assigning their acceptability scores. Using this correlation, the sensory cutoff point for color, corresponding to a 25% consumer rejection, was calculated. Sensory shelf life was estimated using consumer data. Sensory shelf life estimated by survival analysis was in agreement with that calculated considering an acceptability limit of 6.0 in a 9‐point hedonic scale.     

MAPPING THE EFFECT OF INFORMATION ABOUT ANIMAL WELFARE ON CONSUMER LIKING AND WILLINGNESS TO PAY FOR YOGURT

Preference mapping identified different groups of consumers on the basis of their disconfirmations (occurring when the product is either better or worse than expected) and assimilations (occurring when actual liking [L] moves toward the expectations). The negative disconfirmation of a group of consumers (Group 1) was based on the information about animal welfare (the products were worse than expected because the information about animal welfare induced high expectations), whereas in Group 2 the sensory properties of the products prevailed in orienting consumer disconfirmation (products were worse than expected because the sensory properties of low-fat yogurt were disliked). The map of assimilation showed that consumers from Group 1 had higher assimilation for plain yogurt associated with high welfare standards as a consequence of the high discrepancy between blind and expected L for these products. A similar behavior was observed for Group 2 (higher discrepancy between blind and expected L corresponding to higher assimilation for low-fat yogurt paired with high welfare standards).

PRACTICAL APPLICATIONS

Consumers based their choices both on sensory properties (plain yogurts were preferred to low-fat yogurts) and on information about animal welfare (products associated with high welfare standards were preferred to the others). Preference mapping was able to identify groups of consumers behaving differently, as compared with the general trend, on the basis of their disconfirmations and assimilations.
Consumer willingness to pay reflected the hedonic behavior, thus validating the auction procedure for food liking evaluation purposes and providing a useful tool to obtain information about the real value (i.e., in monetary terms) consumers give to animal welfare.     

Sheep's and goat's dairy products in Italy: Technological,chemical, microbiological,and sensory aspects

Dairy sheep and goat breeding in Europe is most common around the Mediterranean basin, particularly in France, Greece, Italy, and Spain. The milk of sheep and goat is mainly reserved for cheese making that is usually conducted at farm level or in small local dairies. A large part of the production, principally for sheep milk cheese, is protected by the European Community (EC) regulations: the Protected Designation of Origin (PDO) and the Protected Geographic Indication (PGI). These designations constitute an element for the protection of the biodiversity, i.e. territory, animals, microbes, practices, and production systems. Microbiological features and diversity of sheep and goats milk compared to the cow's milk, give peculiar attributes to the cheeses. In several cases, rennet paste, produced from the abomasa of the suckling lambs or kids is used, strongly influencing chemical and sensory characteristics of the cheeses. In this review the technological, microbiological, chemical, and sensory aspects of the PDO and PGI Italian sheep and goat dairy products are reported.     

COMPARISON OF ATTRIBUTE LIKING AND JAR SCALES TO EVALUATE THE ADEQUACY OF SENSORY ATTRIBUTES OF MILK DESSERTS

Just-about-right (JAR) scales and attribute liking questions are usually used to study consumer perception of the sensory characteristics of food products. The aim of the present work was to compare the performance of attribute liking and JAR scales to evaluate consumers' perceived adequacy of flavor and texture of milk puddings. Two groups of consumers were asked to evaluate eight milk desserts using (1) overall liking followed by attribute liking for texture and flavor and (2) overall liking followed by JAR scales for thickness, creaminess, sweetness and vanilla flavor. Overall liking scores were significantly different when JAR scales or attribute liking questions were considered. Texture, flavor and overall liking scores were highly correlated to each other, providing the same information. JAR scales correlated better with the intensity of sensory attributes evaluated by a trained sensory panel, being JAR percentages a reliable tool to study the adequacy of sensory attributes.

PRACTICAL APPLICATIONS

Results from the present work showed that consumers might not be able to independently evaluate their liking of different sensory attributes of a product. For this reason, the use of attribute liking questions for studying the adequacy of sensory attributes in complex products would not be recommended. JAR scales were better indicators of the adequacy of sensory attributes. Consumers were able to independently evaluate texture and flavor attributes using JAR scales. However, the influence of JAR scales on overall liking scores should be taken into account when including these scales on consumer studies.     

EFFECTIVENESS OF CATEGORY AND LINE SCALES TO CHARACTERIZE CONSUMER PERCEPTION OF FRUITY FERMENTED FLAVOR IN PEANUTS

Fruity fermented (FF) flavor is a common off‐flavor in peanuts resulting from high‐temperature curing. The 9‐point hedonic scale is the most widely used scale to determine consumer acceptance; however, research has indicated that line scales may provide equal reliability and greater sensitivity. The objectives of this study were to characterize consumer perception of FF flavor in peanuts and to compare the effectiveness of the two scale types. Consumers (n = 208) evaluated control (no FF), low‐intensity (1.0) FF and high‐intensity (3.0) FF peanut pastes for the strength/intensity of roasted peanut flavor (RPF), sweet taste (ST), fresh peanut flavor (FPF) and overall liking (OV) using randomly assigned ballots. Sensitivity in defining consumer perception of off‐flavor in peanuts was greater with use of line scales than with the hedonic scale. The line scale indicated that FF flavor in peanuts, even at low intensity, negatively impacted OV and further identified significantly lower RPF and FPF perception by consumers. The hedonic scale identified only a difference in FPF and was not sensitive enough to show a difference in OV.     

HEDONIC SCALES ARE A BETTER PREDICTOR THAN JUST-ABOUT-RIGHT SCALES OF OPTIMAL SWEETNESS IN LEMONADE1

A comparison of hedonic scales and just-about-right (JAR) scales is needed because data in previous studies using JAR scales suggest that predicted optimum levels of ingredients often are not the same as the levels in products that currently are sold successfully. Thus, in this research, consumers tested lemonade varying in sugar concentration from 6% to 14%, using (1) a JAR scale formed by boxes or a line and (2) a hedonic box-type scale. Predicted “optimum” levels of sweetness for the lemonade and differences in liking for the formulations were determined. The JAR line and box scales gave similar predicted optimal results (9.2% and 9.4% sucrose, respectively), which were significantly lower than the hedonic scale results (10.3% sucrose). In a preference test, consumers significantly preferred the 10.3% sugar lemonade over the 9.3% concentration, indicating that, based on paired preference testing, the hedonic scale resulted in better prediction of optimal sweetness than the JAR scale.     

Analyzing consumers' preferences towards GM food in southern Spain

In Europe, since the 1990s, food safety crises have heightened public concerns about and distrust towards the agro-food sector, making consumers wary of genetically modified (GM) foods. The application of gene technology to agricultural production has become a highly controversial scientific, political and social issue due to the uncertainty about the potential risks and benefits from GM food consumption. In this regard, public views influence consumers' demands and hence determine the future of this technology's development. Biotechnology proponents attribute the current consumer resistance to GM foods to the lack of tangible benefits for the consumers with higher functional properties. Thus, this paper estimates consumers' preferences regarding GM foods by simulating a market for GM functional cornflakes in southern Spain using the conjoint analysis method. Additionally, market segmentation was performed using a cluster analysis and the consumers' profile differences for each segment were identified. The main results indicate that consumers prefer the GM-free food; nonetheless, the market segmentation distinguishes a potential market niche for GM foods and indicates that businesses can develop strategies to target these segments. Therefore, the marketing strategies implemented in southern Spain should be focused on the health functional claims of second generation GM food.     

THE RELATIONSHIP BETWEEN CONSUMER PREFERENCES AND TRAINED PANEL RESPONSES

Eight samples of dried tomato soups were profiled by a trained panel, who also provided ratings of overall liking and liking for particular attributes on relative-to-ideal rating scales. A consumer panel tested a subset of four of the soups in home trials, assessing them for overall liking and for particular attributes on either hedonic or relative-to-ideal rating scales. The pattern of overall preferences differed between the trained and untrained panelists, demonstrating the inappropriateness of using trained panelists to provide measures of preference or acceptance. The conclusions regarding consumer preferences would differ depending on which rating scale was used; these differences disappeared when the relative-to-ideal ratings were converted into values of the same form as the hedonic ratings. The overall liking was best predicted by flavor rather than color or thickness. A principal components analysis (PCA) of the profile data compared well with a plot based on the trained panel preference data using MDPREF. The preference data were also fitted to the PCA dimensions using the PREMAP vector model, which gave a good fit for only six of the 15 trained panelists; the PREMAP ideal point model failed to show a better fit. In order to test these models adequately more than eight samples would need to be tested.     

Development of a picture‐scale‐questionnaire to assess liking for fatty,salty, sweet,and umami seasonings compared to a sensory evaluation for Japanese consumers

PrefQuest is a web‐based questionnaire that measures the liking for sweet, fatty‐sweet, salty, and fatty‐salty sensations using combinations of images of French food items. We adapted the original PrefQuest questionnaire for Japanese respondents (J‐PrefQuest). J‐PrefQuest comprises 17 Japanese food items categorized into four sensations: fatty, salty, sweet, and umami. Participants responded by indicating their preferred level of seasoning for each food item on a 6‐point scale. Segmentation of 161 respondents identified groups who preferred: (a) high amount of umami seasonings; (b) low amount of umami seasonings; (c) high amount of fatty and low amount of salty seasonings. To validate the questionnaire, 70 female university students were recruited for a sensory evaluation of five levels of seasoning used for six food items on a 9‐point hedonic scale before completing the questionnaire. The validity of J‐PrefQuest questionnaire was then analyzed by comparing the two results.

Practical applications

Measuring personal preference or “liking” for the taste of food items is important as such information may contribute to the prevention of various diseases and improve the quality of life of consumers. We developed a simple questionnaire with pictures to evaluate the liking for fatty, salty, sweet, and umami sensations of Japanese respondents. This questionnaire focuses on typical seasonings added to different Japanese food items and provides objective information about liking different food sensations. Thus, it has application as an important screening tool to identify respondents who may need to make their food consumption behavior more healthy. Moreover, following minor modifications, this questionnaire could also be used in other Asian countries where plain white rice is the stable food.     

PRODUCT OPTIMIZATION IN CENTRAL-LOCATION TESTING AND SUBSEQUENT VALIDATION AND CALIBRATION IN HOME-USE TESTING

A dry-powdered soft drink was optimized in a central-location test wherein consumers used a fifteen-point liking scale to rate six different products in a sequential monadic fashion. A consumer liking surface was modeled from this taste test evaluation. Four formulations predicted to be differentially accepted from the central-location test were fielded in a paired-preference home-use test to validate the sequential monadic central-location test and to calibrate the fifteen-point liking scale into a preference metric. The results showed remarkably good agreement across the two methods. These findings add strength to the idea that a central-location test that utilizes multiple product evaluations for each consumer can be effectively used to guide the product development process.     

DIFFERENTIAL THRESHOLD AND PSYCHOPHYSICAL POWER FUNCTION OF SWEETNESS SENSATION: APPLIED PSYCHOPHYSICS AND PROSPECT THEORY ON FORMULATING BAKING PRODUCTS

The main purpose of this project was to develop the optimal sweetness sensation framework for baking products. Phase 1 was designed to measure consumers' differential thresholds of sweetness sensation when the sweetener contents of various sweetener‐leveled products were increased and lowered by using the constant stimuli method. Results indicated that the consumers' differential thresholds increased when the initial sweetener levels of products increased. Phase 2 was designed to establish the psychophysical power function of sweetener‐content changes and consumers' psychological sensation of products with different sweetener levels by adopting the magnitude estimation method. Regardless of the initial sweetener levels of products, the results showed that consumers perceived the products as less sweet immediately after the sweetener contents of products dropped by even a small amount; however, consumers perceived products as sweeter only when products dramatically increased in contents of sweetener.     

SOURCES OF ERROR AND THE NO-PREFERENCE OPTION IN DAIRY PRODUCT TESTING

When products are physically identical, consumers will choose a no‐preference option in a paired preference test only about 30% of the time, giving a nonintuitive result. We evaluated the no‐preference false alarm rate in dairy products and the potential sources of error in panelist behavior, including discrimination problems and poor repeatability of judgments. Paired preference tests were conducted with milk (2% versus nonfat or skim), with cottage cheese (4% versus nonfat) and with identical samples. Triangle, dual standard and same/different discrimination tests were also conducted. The no‐preference option was chosen by about 30% of the consumers when samples were identical, and less frequently when samples were different. Discrimination performance, although statistically significant, was poorer than expected with about 30% discriminators (d′ of 1.7) in most tests. Even in the dual standard tests on milk (visually obvious and with references present), performance was only 88% correct (76% discriminators). Repeatability in preference tests was also poorer than expected, with only 56% choosing the same preference option for different samples on repeat trials although the group preferences were stable. Same/different tests indicated that over 50% of the consumers called identical samples different, although this fell short of explaining the 70% average false alarm rate in preferences. Even with apparently discriminable consumer products, accurate discrimination of the samples and repeatability of preferences should not be assumed. Random responding may contribute to error variance and produce nonsensical results such as the expression of choice between identical samples.     

PREFERENCE MAPPING OF TEXTURE OF DULCE DE LECHE

The texture of 12 commercial samples of dulce de leche was characterized by means of texture profile analysis. Two sensory manual texture attributes (hardness and ropiness) were evaluated by a panel of 11 trained assessors. A panel of 50 consumers evaluated the texture acceptability of the samples using a 9‐point structured scale. Consumers showed highly significant different degrees of liking for the texture of the evaluated samples of dulce de leche. Clusters identified with Pearson's correlation coefficient showed opposite preference patterns and provided more useful information regarding market segmentation than clusters identified with Euclidean distances. External preference mapping and partial least squares regression showed that hardness was a driver of liking for one segment of consumers, whereas for the other one it was a driver of disliking. When all the consumers were considered, external preference mapping indicated that the ideal texture of dulce de leche would be intermediate, showing the importance of identifying preference patterns and suggesting that data averaging in consumer preferences might affect information recovery, and may lead to wrong conclusions. Different preference mapping techniques were compared; it was found out that when the relationship between acceptability and texture attributes was not linear, external preference mapping showed the best results.     

Carbon labelling influences on consumers’ behaviour: A system dynamics approach

This paper proposes a system dynamics approach to model consumers’ responses to carbon labelled products by showing how the number of consumers is varied visually. Three categories of the consumers are defined, i.e., potential, ordinary and loyal consumers, to reflect their different preferences to the carbon labelled products. Two case scenarios are presented to demonstrate the application of the proposed approach, in which the consumers’ preferences to the carbon labelled and non-labelled milk, as well as the carbon labelled milk with different fat contents are simulated. The result shows that both of the two scenarios have the similar variation in the number of the defined consumers, and especially the number of loyal consumer accounts for the largest proportion. In addition, public awareness, education level, critical premium and perceived consumer effectiveness are identified as key factors to have an impact on the purchasing behaviour. The limitations of this approach are then discussed, laying a foundation for further work.     

SOME SOURCES OF BIAS IN CONSUMER TESTING

Data sets from three studies were examined to determine the effects of brand identification and package design on consumer responses during product evaluation. In these studies, consumers evaluated products with or without brand identification, compared products in standardized conditions, and compared products in different package designs with different or identical product contents. Measurement of consumer responses for all studies was based on 9-point hedonic scale. The results of the study showed that consumers were less critical in their evaluation when the samples being assessed were identified by brand names. Brand identification and package design, when not concealed in the comparison of product contents, resulted in consumer response bias. Also, the popularity of a brand influenced consumer's perception of products.     

PREFERENCES FOR SOUTHWESTERN SALTED SNACK FLAVORS: INDIVIDUAL DIFFERENCES AT THE CONCEPTUAL LEVEL AND THE CONSTRUCTION OF A PRODUCT LINE

Individuals differ in what they like, both from a sensory basis, but also from a conceptual basis. For a product to be purchased, the concept (or even the flavor name) must be acceptable just as the physical product itself must be acceptable. This paper presents the results of a study in which the panelists rated degree of interest in 12 different new flavors for a snack chip positioned at the start of the study to have a "taste of the southwest." The results show the substantial variation in acceptance for the different flavors presented as names only (viz., concepts, rather than actual products). Segmentation by attitude of consumers on the basis of the pattern of liking revealed differences among consumers, but did not show the typical opposing patterns found when sensory segmentation is done using actual products having different flavors. These individual differences require that a line of different flavors be developed. There is no simple organizing principle, however, underlying the individual differences. Thus to create the line of flavors requires a different approach. The approach selects various combinations of flavors, identifies the proportion of consumers who would accept at least one flavor of the line (so-called "satisfied consumer"), and then maximizes the number of such "satisfied consumers" for a line comprising a given number of flavors.