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

Abstract

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.

Use of online questionnaires to identify emotions elicited by different types of corn tortilla in consumers of different gender and age groups

“…Homemade corn tortilla (HomeMade), corn tortilla from tortilla store (TortillaStore), supermarket corn tortilla (SuperMarket), plastic bagged corn tortilla (PlasticBag) and older people report more positive emotions in their products that are influenced by their own memories (Mora, Urdaneta, & Chaya, 2018). The emotions elicited by homemade corn tortilla and corn tortilla from tortilla store coincide with the results from Sukkhown et al (2019) and Victoria-Uribe, García-Albarrán, and Utrilla-Cobos (2019) which mentioned that positive emotions such as: nostalgic, mild and pleasant are highly related to the preference and increased consumption of products that elicit this type of emotion.…”

“…The MFA and correlation coefficient Rv were performed with the XLSTAT software, version 2009 (Addinsoft, New York, NY). Values greater than 10% were selected to identify the emotions that define each type of tortilla according to Sukkhown, Pirak, Chonpracha, Ardoin, and Prinyawiwatkul (2019).…”

Exploring New and Modified Rejection-Type Thresholds Using Cricket Snack Crackers

“…For a novel ingredient such as cricket powder, overcoming consumers’ unfamiliarity and expectations of poor sensory quality, which have shown to inhibit trial intent [ 12 ], may be achieved through exposure to acceptable products, developed based on consumer-driven data. Furthermore, separate RTT and RR values for different sensory dimensions can guide tailored strategies to improve products that promote sustainability [ 12 , 36 ].…”

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

“…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.…”