The effect of brand names on flavor perception and consumption in restrained and unrestrained eaters

Cavanagh, Kevin V.; Forestell, Catherine A.

doi:10.1016/j.foodqual.2012.12.004

Cited by 50 publications

(47 citation statements)

References 28 publications

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“…Several studies have addressed the effect of specific claims, such as health related information, on global evaluation and hedonic qualities, as well as sensory properties (Bayarri, Carbonell, Barrios, & Costell, 2010;Chiou, Yeh, & Chang, 2009;Morais, Pinheiro, Nunes, & Bolini, 2015). Cavanagh and Forestell (2013) found that cookies carrying a health label were rated as more satisfying and as having a better taste and flavor. However, other studies found significant effects of health labels only on consumers' expectations but not on actual taste during product trial (Liem, Aydin, & Zandstra, 2012;Norton, Fryer, & Parkinson, 2013).…”

mentioning

confidence: 99%

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Apaolaza

Hartmann

Echebarria

et al. 2017

Journal of Sensory Studies

106

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This exploratory pilot study analyzes the influence of organic labeling on the sensory perception of wine, assessing not only overall hedonic rating but specific experiences of different sensory qualities, and addresses the question whether the organic halo effect on hedonic evaluation and purchase intention can be explained by variations in sensory ratings. A sample of 90 consumers took part in a one‐way (organic label vs. control), between‐groups experimental design comprising a wine tasting task and subsequent evaluation of the wine's sensory properties. All individual tasted the same organic wine. In addition to showing that organic labeling increases hedonic evaluation and purchase intention, results provide evidence that sensory perception changes significantly when a wine carries an organic label, compared with the same wine lacking the organic claim. When labeled organic, the same wine was perceived as having a finer, more intense, more fruity and floral aroma, a more intense, pleasurable and fruity flavor, as well as a smoother texture, and better body. Results further showed that the organic halo effect on hedonic evaluation and purchase intention was totally mediated by increases in sensory ratings and perceived healthiness, providing a process explanation for this effect. Additional evidence points to health concerned individuals being less prone to the organic halo effect. Practical applications The finding that consumers not only associate health benefits with organic wine, but that there are expectancy beliefs involved that in addition to increasing hedonic ratings induce a more intense experience of sensory properties, has significant implications for marketers of organic wine and consumer policy aimed at promoting consumption of organic produce. Our findings suggest appealing to these expectations with the use of communicational claims that highlight the sensory experience derived from consuming organic wines. Sensory qualities are particularly relevant for wine, a food product where sensory experiences strongly determine consumer preferences. As our study shows, the positive halo effect that organic labeling has on hedonic evaluation of the wine and purchase intention can be explained by an enhanced sensory experience, particularly taste.

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mentioning

confidence: 99%

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Apaolaza

Hartmann

Echebarria

et al. 2017

Journal of Sensory Studies

106

View full text Add to dashboard Cite

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“…As a part of packaging visual elements, brand identity has an influence on user purchase decisions . It is worth mentioning here that companies can differentiate their brands in the market by using the package shape; this contributes to brand building and preserving the identity of the brand in the markets and should be designed to serve this purpose .…”

Section: At the Point Of Purchasementioning

confidence: 99%

“…Velasco et al 61 Brand identity has an influence on user purchase decisions and attention. Cavanagh and Forestell 64 Consumption practices can be affected by the brand.…”

Section: Orientation Of Design Elementsmentioning

confidence: 99%

“…As a part of packaging visual elements, brand identity has an influence on user purchase decisions. 41,63,64 It is worth mentioning here that companies can differentiate their brands in the market 41 by using the package shape 104 ; this contributes to brand building and preserving the identity of the brand in the markets and should be designed to serve this purpose. 105 The association between products' brand and other elements, including, size, opening/dispensing methods, and transparency could be investigated to discover to what extent a package design can be changed without affecting its identity in the market.…”

Section: Visual Attributesmentioning

confidence: 99%

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State of the art of user packaging interaction (UPI)

Mumani

Stone

2018

Packag Technol Sci

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User packaging interaction (UPI) has evolved in packaging research because of its importance to users, manufacturers, and designers. A great deal of work addressing problems and suggesting potential improvements has been directed toward UPI. However, this work is not easily accessible to researchers as it lacks a cohesive structure. This paper serves as a platform for UPI researchers by presenting previous work UPI in an organized structure based on stages of interaction. Over 100 articles were reviewed to identify the scope of research in this area and then categorized according to stages of interaction. During the review of more articles, these stages of interaction were modified to ensure that they reflected all the reviewed articles. The review process resulted in the enumeration of the following stages: at point of purchase, checking out, handling, opening, and disposal. The related articles in each category are presented and discussed, and potential future work is presented. The articles were further categorized according to the age and gender of users under test, and packaging and product types considered. The review process has revealed different issues in the current research structure of UPI including the comprehensibility of the conducted research and the distribution of the reviewed articles. On the basis of this review, a model is proposed for improving the UPI by quantitatively evaluating the package design and affordances provided at each interaction stage.

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“…A vast body of literature has shown sensation transfer effects for a wide range of consumable goods such as beer,29 fast food,30 pasta,31 cookies,32 soft drink33 and chocolate 34. Reviews of tobacco industry documents have shown the industry's use of this phenomenon to influence experienced taste through packaging 35…”

Section: Introductionmentioning

confidence: 99%

Influence of premium versus value brand names on the smoking experience in a plain packaging environment: an experimental study

et al. 2017

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ObjectiveTo examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience.DesignBetween-subjects and within-subjects experimental study. Participants were randomly allocated to smoke a cigarette from a pack featuring a premium brand name and a cigarette from a pack featuring a value brand name. Within each condition, participants unknowingly smoked two identical cigarettes (either two premium or two value cigarettes).SettingAustralia, October 2014, 2 years after tobacco plain packaging implementation.Participants81 current cigarette smokers aged 19–39 years. From apparently premium and value brand-name packs, 40 smokers were allocated to smoke the same actual premium cigarettes and 41 were allocated to smoke the same actual value cigarettes.Primary outcome measuresExperienced taste (flavour, satisfaction, enjoyment, quality, liking, mouthfeel and aftertaste), harshness, dryness, staleness, harm/strength measures (strength, tar, lightness, volume of smoke), draw effort and purchase intent.ResultsCigarettes given a premium brand name were rated as having a better taste, were less harsh and less dry than identical cigarettes given a value brand name. This pattern was observed irrespective of whether the two packs actually contained premium or value cigarettes. These effects were specific: the brand name did not influence ratings of cigarette variant attributes (strength, tar, volume of smoke, lightness and draw effort).ConclusionsDespite the belief that brand names represent genuine differences between cigarette products, the results suggest that at least some of this perceived sensory difference is attributable to brand image.

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The effect of brand names on flavor perception and consumption in restrained and unrestrained eaters

Cited by 50 publications

References 28 publications

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

State of the art of user packaging interaction (UPI)

Influence of premium versus value brand names on the smoking experience in a plain packaging environment: an experimental study

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