Data from ‘words only’ and ‘numbers only’ 9-point hedonic scales are not interchangeable for serial monadic as well as rank-rating protocols: Aspects of memory and culture

American, Chinese, Thai and Mexican consumers were required to assess products on two types of 9-point hedonic scale. One type, the ‘words only’ scale, consisted of the traditional verbal labels to which the numbers 1–9 are later attributed for numerical analysis. The second type, the ‘numbers only’ scale was a numerical scale ranging 1–9, along with the appropriate information indicating the directions of liking vs disliking. For the same stimuli, consumers used the ‘words only’ and ‘numbers only’ scales differently, indicating that the data from the two scales were not directly comparable. This was found for both the rank-rating and serial monadic protocols. With the latter protocol, consumers sometimes gave responses on the 9-point hedonic scale that were inconsistent with their rankings of liking. There was a strong tendency for the mean range of responses for the ‘words only’ scale to be less than for the ‘numbers only’ scale.     

Cross-national differences in consumer responses to savoury crackers containing blackcurrant pomace

Juice-pressing residues, among them blackcurrant pomace, are valuable materials for being upgraded in food products. Their excellent nutritional profiles in line with their functional properties allow a wide range of applications. The current study was performed to evaluate the overall liking of a pomace-enriched thin crispy-baked bread product in five European countries, and to obtain suggestions for improvements. Moreover, data on the frequency of snack consumption, openness to new foods and an opinion on residues in food applications were acquired. Four hundred and sixty-six consumers from United Kingdom, Spain, Sweden, Italy and Germany were involved. On a 9-point hedonic scale, the pomace cracker was rated towards the direction of liking with 5.94 ± 1.90 on average. Contingency tables showed that the overall-liking correlated highly significant (p < 0.01) with the country of origin and sex of the respondents and their openness to new products. Significantly higher liking scores were provided by British and Spanish consumers and, among these respondents, savoury snacks were stated to be consumed most frequently. Therefore, the snack consumption frequency also appeared to be a driver for cross-national differences in hedonic responses. The consent for using pomace in food products was remarkably high (>90%) in all countries and stresses consumer awareness in terms of healthy longevity and sustainability.     

Effect of Reference Foods in Repeated Acceptability Tests: Testing Familiar and Novel Foods Using 2 Acceptability Scales

ABSTRACT:  Hedonic tests are routinely used to assess the acceptance of food products. However, these single tests may not be the best approach for predicting long-term use. The objectives of this study were, first, to check whether a difference from reference score is more sensitive to changes in hedonic scores, second, to assess whether the labeled affective scale (LAM) is more sensitive to differences than the 9-point scale, and third, to assess the effect of repeated exposure on the hedonic scores of neophilic and neophobic panelists for familiar and novel foods. Two groups of 41 panelists were tested with either the 9-point hedonic scale or LAM scale. Panelists received a food neophobia questionnaire and were subsequently classified to neophobic, neophilic, or neutral. Ten foods, including 5 novel and 5 familiar, were used. In each session, 5 to 6 foods were served twice/week for 4 wk. Serving frequency ranged between 1 and 8 times (1, 2, 4, 6, 8). Data analyses were performed 3 times, using either absolute acceptability scores or relative scores, that is, the difference between absolute scores and scores for either the reference (cracker, RELFAM) or a novel food (pickled-ginger, RELNOV) served in every session. The 3 analyses (absolute, RELFAM, and RELNOV) generated similar results with respect to the number of significant differences between foods. There was no major drift in acceptability scores with sessions. A significant food effect was obtained ( P < 0.05) and a significant food × neophobia ( P < 0.05) was noted for 2 novel foods, pickled ginger, and lychee, whereby neophobic panelists were less accepting of them. Both scales were equally sensitive with some advantages for LAM over the 9-point hedonic scale.     

How Argentine consumers understand the Spanish translation of the 9-point hedonic scale

The objective of this work was to study how ambiguous the meaning of the Spanish translation of the 9-point hedonic scale was for Argentine consumers. Three versions of the 9-point hedonic scale were tested: a literal translation of the original English version, a liberal translation of this same scale and the liberal translation of a scale phrased for children (e.g. where ‘like extremely’ was replaced by ‘super good’). Children, adolescents and adults from two cities of Argentina, making up a total of 288 subjects, performed the tests. These consisted in ranking the phrases from each one of the three scales from ‘like least’ to ‘like most’. In most cases the scale phrased for children performed best. Using this scale approximately 30% of the subjects ranked the translated phrases differently in relation to the English version, that is inverted the order of two or more phrases. The results from the present work show that the use of the 9-point hedonic scale translated to languages different to English should be done with caution.     

Acceptance and purchase intent of US consumers for nonwheat rice butter cakes

ABSTRACT:  This study evaluated consumer acceptance and purchase intent of nonwheat butter cake formulations prepared with Thai jasmine rice flour. Three nonwheat rice butter cakes were prepared with varying amounts of powdered emulsifier (propylene glycol ester:diacetyl tartaric acid ester of monoglyceride, 8:2) at 0% (product A), 7.5% (product B), and 15% (product C) of the margarine content (15%) in the cake formulation. A commercial wheat-based butter cake served as the control. Consumers ( n = 400) evaluated acceptability of 9 sensory attributes using a 9-point hedonic scale. Overall acceptance and purchase intent were determined with a binomial (yes/no) scale. At least 81% of consumers accepted products B and C, of which 42.1% and 47%, respectively, would purchase the products if commercially available. Product A was neither liked nor disliked with an overall liking score of 5.39. The butter cake products were differentiated by textural acceptability (overall texture, softness, and moistness) with a canonical correlation of 0.71 to 0.79. Overall liking and taste influenced overall acceptance and purchase intent. Odor influenced purchase intent ( P = 0.0014), but not overall acceptance. The odds ratio of overall liking was 3.462 for purchase intent, indicating the probability of the product being purchased is 3.462 times higher (than not being purchased, P < 0.0001) with every 1-unit increase of the overall liking score. Based on the logit model, overall acceptance and purchase intent could be predicted with 89.3% and 83.3% accuracy, respectively. The study demonstrated feasibility of completely substituting wheat flour with Thai jasmine rice flour for production of butter cake products acceptable to American consumers.     

The 9-point hedonic scale: Are words and numbers compatible?

The original 9-point scale, developed by the U.S. army for menu planning for their canteens, consisted of a series of nine verbal categories representing degrees of liking from ‘dislike extremely’ to ‘like extremely’. For subsequent quantitative and statistical analysis, the verbal categories are generally converted to numerical values: ‘like extremely’ as ‘9’, ‘dislike extremely’ as ‘1’. Yet, sometimes what is termed a 9-point hedonic scale is an unstructured numerical scale, labeled at the ends with ‘dislike extremely’ and ‘like extremely’. The former scale requires consumers to categorize foods according to how much they are liked or not; the latter requires the consumers to differentiate numerically between the foods in terms of the relative degree of liking for each. Foods that were placed in the same verbal category for the former scale might be given different numerical scores on the second scale. To illustrate this, consumers rated five chocolates, in a series of experiments, on these two types of 9-point scale (verbal categories only vs numbers only) and the proportion responding differently to the two scales ranged from 100% to 79%. This indicated that numerical data obtained from both types of 9-point scale were not interchangeable. It also suggested that consumers were using different cognitive strategies for verbal categories and numbers. To check that the difference was not caused by the fact that the verbal categories were bipolar and the numbers unipolar, the experiment was repeated using a bipolar number scale (–4 through 0 to +4). The same results were obtained. For comparison, a 9-point hedonic scale including both verbal categories and numbers together, was also used. The results for this scale showed a greater similarity to the version of the 9-point scale consisting only of verbal categories than the unstructured numerical version. Stimulus equalizing bias was used as a tool to make a preliminary investigation into the cognitive strategies involved for the two versions of the scale. The hypothesized relative strategy was confirmed for the unstructured numerical scale but the hypothesized absolute strategy was not confirmed for the scale using only verbal categories; the strategy appeared to have relative elements. Regardless of the precise nature of the cognitive strategies used for two versions of the scale, they do not give the same results and data obtained from each version should be compared with caution.     

Flavor principle as an implicit frame: Its effect on the acceptance of instant noodles in a cross-cultural context

This study investigated how the stability of liking ratings for instant noodles can be affected by implicit frames of reference constructed by flavor principles, unique combinations of flavor ingredients that can be identified as characterizing a particular ethnic/cultural cuisine, in a cross-cultural context. The influence of consumers’ food neophobia on the liking of noodles was studied as well. Koreans (n = 263) and Chinese (n = 258) residing in South Korea participated. Products with the highest market share in China (T_CHN) and Korea (T_KOR) were chosen as the targets. The implicit frame of reference applied during the sample evaluation was manipulated by exposing consumers to instant noodles composed of a particular “ethnic flavor principle” before tasting the two target samples. Consumers were split into five groups and were allocated to one of the three flavor principle frame conditions or one of the two controlled conditions. Consumers in the Asian frame were exposed to three noodles popular in Indonesia, Thailand, and Japan. Three Chinese and three Korean noodles were served in the Chinese and Korean frames, respectively. Two groups of consumers within each country served as controls and tasted a single sample of either T_CHN or T_KOR. Consumers rated how much they liked the samples. Consumer’s food neophobia was measured. Consumers searched for a contextual flavor consistent with the conditioned frame of reference when they were evaluating the target samples under their own country's flavor principle and tended to give lower liking scores for foreign target samples than for other samples. However, when the frame of reference was constructed with a foreign flavor principle, the degree of familiarity with the target sample positively influenced its liking score. Food neophobic attitudes influenced the liking of unfamiliar samples. Moreover, consumers’ food neophobia scores were affected by type of implicit flavor principle frame.     

Alternative Hedonic Measures

Simple ranking and rating procedures for hedonic testing were developed from which signal detection analysis gave simple probability values indicating preference. Data were pooled over judges to give preference scores for specific groups of consumers. Rating was preferable when forced choice was to be avoided; ranking was preferable when response bias was a consideration. The rating procedure was less prone to instructional bias than the 9-point hedonic scale. Ranking methods were extended to measure‘likelihood to buy', when price was included in the decision, as well as degree of preference.     

Optimization of tannin-containing sorghum bran addition to gluten-free bread

Ingredients used to enhance sensory quality of gluten-free (GF) bread often lack in nutrients. This presents nutritional challenges for celiac-positive individuals and fails to meet expectations of healthfulness for non-celiac GF consumers. Sorghum (Sorghum bicolor L. Moench) flour can provide acceptable GF bread properties, and tannin-containing varieties contain antioxidants concentrated in the bran along with dietary fiber. Using a central composite design, tannin-containing sumac sorghum bran, gum (xanthan + guar), and water levels were optimized in a GF sorghum-based bread formulation. Loaf specific volume and gas cells/cm² were maximized while minimizing hardness and cell wall thickness. The optimum formulation containing 14.2% sorghum bran, 1% gum, and 145% water (flour basis) effectively increased dietary fiber in bread to 13.4% (considered “high fiber”) and showed oxygen radical absorbance capacity of 61.6 µmol TE/g. This optimum formulation did not differ from a sorghum flour-based control bread in consumers’ (N = 100) liking of color, texture, flavor, overall acceptability, nor willingness to buy (WTB). All mean hedonic scores (numbered 9-point scale) were above 5, whereas average WTB was 4.7 for the optimum formulation and 4.6 for the control (9-point Likert scale) among consumers varying in GF bread consumption habits. Perceived bread bitterness was low (averaging 2.85 on 9-point intensity scale), did not vary between samples despite marked differences in antioxidant capacity, and was not correlated with WTB. When utilizing effective optimization models with key functional ingredients, sumac sorghum bran addition can enhance dietary fiber and antioxidant potential in sorghum-based GF breads without compromising quality attributes.     

Food neophobia and willingness to try non-traditional foods for Koreans

Non-traditional ethnic foods are a new category of foods that have not been experienced by consumers. The objective of this study was to investigate the attitudes of consumers toward the familiarity and willingness to try non-traditional foods by food neophobia level, as well as to determine the relationship between non-traditional ethnic food experiences and food neophobia in Korea. Food neophobia was measured by the Food Neophobia Scale (FNS). The mean FNS score among Koreans was 33.5 (SD = 9.0). The high food neophobia group was less likely to have experiences with non-traditional foods in comparison to the low food neophobia group. Food neophobia significantly predicted the familiarity and willingness to try various non-traditional ethnic foods. Among the 12 non-traditional ethnic foods, the participants had the least familiarity and willingness to try African and Mongolian foods. In terms of the level of willingness, Vietnamese, Indian, Thai, Mexican, Turkish, Greek, Mongolian, African, Japanese and Italian foods showed significant differences among the food neophobia groups but Chinese and American foods did not. This study was a first and meaningful attempt to validate FNS in Asia for the delineation of consumer responses of various non-traditional food products.     

Acceptance by American and Asian Consumers of Extruded Fish and Peanut Snack Products

Fish snack half-products were produced using extrusion temperatures and screw speeds of 97°C and 285 rpm, 95°C and 350 rpm, and 95°C and 220 rpm. Peanutsnack half-products were produced at 100°C and 250 rpm, 95°C and 325 rpm, and 95°C and 250 rpm. The half-products were fried at 200°C for 1.5 min and evaluated for acceptability using a 9-point hedonic scale. Temperature and screw speed influenced consumer acceptance. Aroma, flavor, and overall acceptance of fish snack products were rated significantly higher by Asian consumers(n = 30) than by American consumers (n = 30). There was no significant difference in ratings for all sensory attributes and overall acceptance of peanut snack products by Asian or American consumers.     

Evaluation of the Labeled Hedonic Scale under different experimental conditions

The present study explored the performance, psychophysical properties, and potential limitations of the Labeled Hedonic Scale (LHS) in two different test conditions. The LHS was first compared against the 9-point hedonic scale in a psychophysical laboratory setting by having subjects evaluate two sets of taste stimuli with different size of hedonic ranges. Both scales showed equal discrimination power, but the LHS was more resistant to ceiling effects and its data satisfied the normality assumption for statistical analysis. In the second experiment, subjects with different levels of prior experience with the 9-point scale were recruited to evaluate juice samples and food item names in a large-scale consumer test, after receiving either common written instructions or detailed instructions emphasizing the use of the LHS. Improper use of the LHS (e.g. categorical ratings) was evident for those who received written instructions, especially among subjects who had previous experience with the 9-point scale. The present results support the efficacy of the LHS in various test settings, while highlighting the importance of providing adequate instructions to subjects to fully utilize its advantages.     

A comparison of the labeled magnitude (LAM) scale,an 11-point category scale and the traditional 9-point hedonic scale

Schutz and Cardello [Schutz, H. G. & Cardello, A. V. (2001). A labeled affective magnitude (LAM) scale for assessing food liking/disliking. Journal of Sensory Studies, 16, 117–159] proposed the labeled magnitude (LAM) scale for measuring food acceptance. The LAM is a line scale anchored at its end points with the phrases “greatest imaginable like” and “greatest imaginable dislike” and uses as intermediate anchors the nine phrases of the traditional hedonic scale. In this study, three hedonic scales were compared, including the widely-used 9-point hedonic scale, the LAM scale, and an 11-point category scale using the LAM’s verbal anchors as category labels. Three groups of consumers (N = about 100 each) used one of the three scales to evaluate the acceptability of highly liked foods (orange juices, potato chips, cookies, and ice cream, with four samples of each). Scales were evaluated primarily on their ability to show differences in acceptability, the correspondence of acceptance ratings to preference ranking and the correspondence of stated product usage (e.g., purchase of pulp vs. non-pulp orange juice) to the product scoring highest. All three scales performed equally well, with no one scale showing a consistent superiority over another. All three scales were able to differentiate acceptability of the orange juices, chips and cookies. No scale differentiated among the ice creams, which had equal and high acceptability. All scales showed a strong correspondence between liking and preference rankings and also between the product rated highest and the type of product usually consumed, within each of the product categories.