EFFECTS OF A SLIGHT COLOR VARIATION ON CONSUMER ACCEPTANCE OF ORANGE JUICE

Three hundred and forty-two consumers participated in a study examining slight color variation in orange juice. Panelists evaluated two orange juice samples; unadulterd juice and the same juice with a slight green off-color. The color manipulation reduced consumer acceptance of the color of the adulterated sample but had little influence on ratings of flavor, sweetness or overall liking. Older panelists were more strongly influenced by the color manipulation and showed a clear preference for the flavor of the control sample as compared to the adulterated sample. These data suggest that color was important for the visual appeal of orange juice, but the color change alone was not sufficient to alter consumer acceptance of this product.