This study compared the perception of and preference for seven 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.

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This study was conducted to investigate sensory characteristics and consumer acceptance of sliced raw fish. The two most popular varieties in Korea, flounder and rockfish, were used. Samples of each variety were prepared as follows to create consistent perceptible sensory differences: 'fresh' (consumed within 2 h after sacrifice), 'aged' (stored at 1°C for 24 h), 'frozen' (frozen at-16°C for 23 h then thawed at 23.5°C for 1 h), and 'immersed' (immersed in sterilized water at 1°C for 24 h). Sensory profiles of samples were determined through quantitative descriptive analysis using 10 trained panelists. Consumer acceptance test was conducted using 47 consumers. Analyses of variance were conducted to test significance of differences in sensory profiles and hedonic ratings among samples. Consumers were clustered according to their overall liking scores, and their preference patterns were cross-checked with sensory profiles. For both fish varieties, 'fresh' was characterized by stronger hardness, cohesiveness, springiness, cartilage-like texture (applied to only rockfish), and fishy flavor, whereas 'frozen' and 'immersed' were distinguished from other samples for their stronger wetness, juiciness, and fresh fish flavor than those of other samples. 'Aged' was significantly less hard, cohesive, and springy than 'fresh' as well as less juicy and wet than 'frozen' and 'immersed'. Consumers significantly preferred 'fresh' flounder and rockfish to others for their strong cohesiveness and springiness, indicating textural attributes were main factors affecting consumer preferences. However, for both flounder and rockfish, 40∼50% of respondents preferred 'frozen' and 'immersed' to 'fresh' for their tenderness and fresh fish flavor. For this group of consumers, flavor liking had a greater effect on overall preference than texture preference. The result suggests that cohesive and springy textures and fresh fish flavor are major drivers of preferences for raw fish slices, but their relative importance and optimal levels varied across individual consumers.

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