Journal of Marketing Theory and PracticePublication details, including instructions for authors and subscription information:

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TPC values increased during ripening for both organic and conventional passion fruit. The same was true for TAA values for conventional passion fruit. For organic passion fruit, however, TAA values were highest at the initial ripening stages. These results suggest that antioxidant compounds exert strong influence on the initial ripening stages for organic passion fruit, when TPC still did not reach its maximum level.

The aim of this work was to optimize the acceptability of a natural passion fruit beverage using different levels of passion fruit pulp and sucrose, and to determine the equi‐sweet concentrations of aspartame, sucralose, and a blend of 80% aspartame + 20% acesulfame‐K for the optimized formula. A 22 central composite design was used to optimize the acceptability of the sucrose‐sweetened beverage, which was accessed using a 9‐point structured hedonic scale. Acceptability data were fitted to a second‐order model equation provided in the design. The selected pulp content and sucrose concentration were, respectively, 2.5°Brix and 10%. Measurements of sweetness equivalence were accomplished using two types of sensory methods: magnitude estimation and difference‐from‐control tests. The concentrations of aspartame, sucralose and a blend of 80% aspartame + 20% acesulfame‐K found as equi‐sweet to 10% sucrose in the studied passion fruit beverage were, respectively, 0.043, 0.016 and 0.026%. PRACTICAL APPLICATIONS This article deals with formulating a new passion fruit juice beverage with different sweetener systems. The research makes a very important contribution to the literature on sensory science used on product development by demonstrating the necessity to study the substitution of sucrose by high‐intensity sweeteners every time a formulation is changed or a new product is developed.

Purpose Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one’s social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts’ attractiveness. Design/methodology/approach Data were obtained via three studies from a total of 1,498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both measured and manipulated. Findings The results indicate that a person’s self-construal moderates the effect of visual harmony on attractiveness. Specifically, the positive effect of visual harmony on attractiveness – through self-congruity – is more pronounced with consumers possessing a more interdependent self-construal, and with products that are more hedonic than utilitarian. Practical implications Given the pivotal role attractiveness has in influencing consumer behavior, understanding what differences, at the individual and cultural levels, impact the harmony-attractiveness relationship helps marketers to better match the visual design of marketing stimuli to target audiences. Originality/value This study is among the first to show how the social-self impacts consumer response to marketing visuals. Further, value stems from adopting a holistic perspective on design, clarifying the process mechanism, and identifying boundary conditions.