Effects of colorant concentration and ‘natural colour’ or ‘sodium content’ claim on saltiness perception, consumer liking and emotion, and purchase intent of dipping sauces

Sukkwai, Sineenath; Kijroongrojana, Kongkarn; Chonpracha, Pichayaphat; Pujols, Kairy Dharali; Alonso-Marenco, Jose R.; Ardoin, Ryan; Prinyawiwatkul, Witoon

doi:10.1111/ijfs.13704

Cited by 34 publications

(30 citation statements)

References 41 publications

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“…Nowadays, consumers are more health conscious and demand more clean labels for their food products. The increased PI after the health benefit statement about the products was given to consumers was observed in previous studies (Poonnakasem et al., ; Sukkwai et al., ). In this study, additional product safety information was given to consumers as follows: (1) it was organic, (2) it was aflatoxin free, and (3) it was organic and aflatoxin free, then they rated PI once again.…”

Section: Resultssupporting

confidence: 72%

“…A group of Thai consumers ( n = 110: 43.6% males and 56.4% females) who regularly purchased and used chili powder were asked to select all relevant terms as evoked by chili powder using check‐all‐that‐apply (CATA) on a printed paper questionnaire. Selection criteria from previous studies required at least 20% frequency responses (King & Meiselman, ; Poonnakasem, Pujols, Chaiwanichsiri, Laohasongkram, & Prinyawiwatkul, ; Sukkwai et al., ; Wardy et al., ), whereas others suggested at least 10% frequency responses (Bhumiratana et al., ; Tepsongkroh et al., ). For this study, terms with at least 14% frequency responses were considered in order to include as many terms as possible.…”

Section: Methodsmentioning

confidence: 99%

“…Although hedonic scores are one of the criteria to guide food product development for many years, sensory liking is no longer an efficient sole parameter to predict food choice in real life environments, whereas emotion responses have successfully differentiated equally liked products (Jiang, King, & Prinyawiwatkul, ). Recent studies have observed the relationship between sensory characteristics and emotion of food products such as coffee (Bhumiratana, Adhikari, & Chambers, ), mayonnaise‐based dipping sauces (Sukkwai et al., ; Sukkwai, Chonpracha, Kijroongrojana, & Prinyawiwatkul, ), gluten‐free muffin (Wardy et al., ), and peanut products (Pujols, Ardoin, Chaiya, Tuuri, & Prinyawiwatkul, ; Sukkhown, Pirak, Chonpracha, Ardoin, & Prinyawiwatkul, ). They found that differences in visual cues of the products affected consumer perception, liking, emotions, and PI.…”

Section: Introductionmentioning

confidence: 99%

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Effects of Visual Cues on Consumer Expectation, Emotion and Wellness Responses, and Purchase Intent of Red Chili Powders

Ngoenchai

Alonso

Suwonsichon

et al. 2019

Journal of Food Science

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The effects of visual cues on familiarity, expected heat intensity, liking of appearance, emotional and wellness responses, and purchase intent (PI) before and after disclosing information associated with red chili powders were determined using a 3‐point scale, a 15‐cm line scale, a 9‐point hedonic scale, a 15‐cm line scale, and a binomial scale, respectively. In this study, consumers only visually evaluated red chili powder samples without sniffing nor tasting. Eight chili powders were prepared according to a 23 factorial design: roasted (Ro) compared with unroasted (Un); whole pod with seeds (Wh) compared with seedless (Sl); coarsely (Cr) compared with finely ground (Gr). Thai consumers (N = 230) were generally more familiar with samples having coarse particles and more reddish color (lower hue angle and higher a* values) than samples having finely ground particles and less reddish/more yellowish color (higher hue angle and lower a* values). The expected heat intensity and liking scores for appearance were lower for samples with higher hue values, particularly RoWhGr and RoSIGr samples. All scores for emotion/wellness terms, except curious, were generally higher for samples with lower hue angle and higher a* values (redness). The consumer familiarity to the appearance of the samples influenced expected heat intensity, liking of appearance, and emotion/wellness responses. PI increased by >10% after presenting “organic,” “aflatoxin free,” and “organic and aflatoxin free” product statements to consumers. Results showed that familiarity, overall liking of appearance, color liking, fine particles liking, and healthy as well as wild terms were significant predictors for PI (odds ratio = 1.282, 1.519, 1.314, 1.158, 1.056, and 0.939, respectively) of red chili powders. Practical Application This study showed that consumer familiarity to the appearance (visual cues) of red chili powder affected expected heat intensity, liking of appearance, and emotion/wellness responses, which, in turn, affected purchase intent (PI). Samples with more reddish color and coarse particles were perceived to be more familiar than those with more yellowish color and finer particles. Familiarity, overall liking of appearance, color liking, fine particles liking, and healthy and wild terms were significant predictors for PI of chili power. The results demonstrated the importance of visual cues on the consumers’ expectation and PI of red chili powder, thus offering valuable information for manufacturers.

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Section: Resultssupporting

confidence: 72%

Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Effects of Visual Cues on Consumer Expectation, Emotion and Wellness Responses, and Purchase Intent of Red Chili Powders

Ngoenchai

Alonso

Suwonsichon

et al. 2019

Journal of Food Science

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“…Food-evoked emotions can be related to distinguishable color schemes (Gilbert, Fridlund, & Lucchina, 2016) and mediate odorcolor correspondences (Schifferstein & Tanudjaja, 2004). Specific expectations of color are further related to sensory aspects such as flavor (Gilbert et al, 2016), and color may strongly influence product acceptability (Sukkwai et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Seafood Flavor Perception, Liking, Emotion, and Purchase Intent of Coated Peanuts as Affected by Coating Color and Hydrolyzed Squid Peptide Powder

Sukkhown

Pirak

Chonpracha

et al. 2019

Journal of Food Science

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This study evaluated effects of green compared with brown coating colors and varying levels of hydrolyzed squid peptide powder (HSP) on seafood flavor perception, sensory liking, emotions, and purchase intent (PI) of coated peanuts. Dried squid head was enzymatically hydrolyzed to produce HSP, which was then incorporated into peanut coating material at 0%, 0.89%, 1.78%, and 2.66% levels. Green‐coated peanuts (GCP) and brown‐coated peanuts (BCP) were produced and tested with U.S. consumers. A 2‐AC test (N = 100 consumers) was used to determine effects of coating colors on expected/perceived seafood flavor intensity of GCP compared with BCP at an equal HSP level based separately on looking, smelling, and tasting. Only tasting produced perceptual differences, at 1.78% and 2.66% HSP, with stronger seafood flavor intensity observed for GCP. Consumer testing (N = 160) yielded low mean seafood aroma liking scores for BCP (4.04) and GCP (4.13) at 2.66% HSP. The emotion “disgusted” was most affected by HSP addition for GCP. Presenting consumers with health benefit information (HBI) increased positive PI from 62.5% to 81.25% for BCP at 1.78% HSP, which had higher mean overall liking scores (6.05 before HBI, 6.24 after HBI) than 2.66% HSP samples. Overall liking was a significant predictor for positive PI with odds ratios of 1.52 to 2.20. Overall, green color and HSP addition levels of the coating inserted negative effects on liking, emotion, and PI of coated peanuts. This study demonstrated that HSP made from byproduct of squid processing could be successfully incorporated into coated peanuts, supporting the concept of sustainability of food supply. Practical Application In this study, the functional peptide ingredient made from squid head, a byproduct from seafood industry, was incorporated into coated peanuts. Effects of different coating colors (green compared with brown) and varying levels of hydrolyzed squid peptide powder on consumers’ seafood flavor perception, liking, emotions, and purchase intent of seasoned coated peanuts were clearly observed. The color of the coating material played an important visual cue that influenced product liking. Presenting consumers with health benefit information increased overall liking and positive purchase intent of the samples. Multisensory interactions of color and seafood aroma/flavor in these products should be further optimized.

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“…Color influences consumer perceptions of flavor, liking, emotions, and overall perception and purchase intent . Chambers and Wolf suggested that ranking tests on visual evaluations might be less prone to fatigue than taste and aroma tests, possibly favoring a joint ranking (1SS) session.…”

Section: Introductionmentioning

confidence: 99%

Comparing Friedman versus Mack–Skillings data analyses on duplicated rank data: a case of visual color intensity

et al. 2019

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BACKGROUND In duplicated ranking tests, panelists either rank duplicates separately (2SS) or jointly in a single session (1SS). This study compared data analyses of duplicated yellow color intensity rank data using Friedman versus Mack–Skillings (M–S) tests. Panelists (n = 75) ranked an orange juice set twice – a similar‐samples set (100%, 95% versus 90%); samples other than the 100% juice were prepared by dilution with water. Rank sum data were obtained from (a) intermediate ranks from jointly re‐ranked scores of 2SS for each panelist, and (b) joint rank data of all panelists from the two replications in 1SS. Both (a) and (b) were analyzed using the M–S test. The median rank data (c) for each panelist from two replications were analyzed using the Friedman test. RESULTS Comparing M–S with the Friedman tests, the former generally produced higher test statistics and lower P‐values than the latter. However, when considering the pattern of post hoc pairwise significant differences, both tests yielded similar conclusions. CONCLUSION This study demonstrated that, in a duplicated ranking test with three samples that were very similar in color, separating the two replications into two complete individual ranking tests or serving sessions (2SS) may prevent sensitivity loss due to fatigue that is otherwise experienced when evaluating all samples together in a single session (1SS). We expected to find the M–S test to be more sensitive than the Friedman test; however, this hypothesis was not supported by the post hoc (Tukey's honest significant difference (HSD)) multiple comparison test results under the specific test conditions in this study. © 2019 Society of Chemical Industry

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Effects of colorant concentration and ‘natural colour’ or ‘sodium content’ claim on saltiness perception, consumer liking and emotion, and purchase intent of dipping sauces

Cited by 34 publications

References 41 publications

Effects of Visual Cues on Consumer Expectation, Emotion and Wellness Responses, and Purchase Intent of Red Chili Powders

Effects of Visual Cues on Consumer Expectation, Emotion and Wellness Responses, and Purchase Intent of Red Chili Powders

Seafood Flavor Perception, Liking, Emotion, and Purchase Intent of Coated Peanuts as Affected by Coating Color and Hydrolyzed Squid Peptide Powder

Comparing Friedman versus Mack–Skillings data analyses on duplicated rank data: a case of visual color intensity

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