The impact of the means of context evocation on consumers’ emotion associations towards eating occasions

The joint investigation of the product, the consumer, and the consumption context is necessary for furthering the understanding of eating occasions (snacks and main meals), including their construction and enjoyment. The study of people’s experience of eating occasions is less advanced than the understanding of acceptability, preference, and choice of individual food/beverage items and/or their combination in meals. The current research contributes to narrowing this gap by focusing on emotions as a dimension of eating experiences and enjoyment. Under evoked consumption contexts (breakfast, lunch, afternoon snack, dinner), the emotion associations for several products (potato crisps, chocolate brownie, and kiwifruit) were obtained from consumers (n = 399) using a questionnaire method. Emotion associations were explored in relation to: (1) the way in which the food stimulus was evaluated by participants (tasting food vs. seeing a food image); (2) the serving presentation of the food stimulus (image of food shown in isolation vs. image of food served on a plate with cutlery); and (3) the means in which the consumption context was evoked (written vs. written and pictorial). Consumers’ product emotion associations when tasting a food stimulus vs. seeing an image of the same food were highly similar. There was some evidence that more specific means of presenting the food stimuli (with tableware vs. without tableware) and consumption contexts (written and pictorially vs. written only) influenced perceived appropriateness of the product in the focal consumption context. This resulted, for example, in a higher frequency of use of negative emotion terms in the less appropriate consumption contexts. Overall, through the use of evoked consumption contexts this research has contributed new understanding of product-specific emotional associations during eating occasions from a methodological approach. In addition to the aforementioned results a more general finding was the apparent reliance by participants on past product experiences when completing the emotion questionnaire.     

Diagonal or vertical? An empirical study of the impact of food brand logo orientation on consumers’ food perception and food attitude

This study explores the role of food brand logo orientation on consumers’ perceptions and attitudes regarding food products through four studies. Study 1 examines the effects of food brand logo orientation (diagonal vs. vertical) on consumer perceptions of food tastiness and risk. The findings suggest that diagonal (vs. vertical) food brand logos result in higher (lower) taste and risk perception in branded food. Study 2 reveals the underlying mechanisms of this effect by introducing perceived movement as a mediator between logo orientation and food perception. The results support the inference that movement is an underlying mechanism for the effect. Study 3 examines the effects of brand logo orientation and regulatory focus on consumer attitudes regarding branded food. The results suggest that for consumers with a promotion focus, a diagonal (vs. vertical) oriented logo leads to a more favorable attitude toward the food. For consumers with a prevention focus, a diagonal (vs. vertical) oriented logo leads to a less favorable attitude toward the food. Study 4 establishes validity of the above findings regarding native English speakers.     

Decreasing consumers’ risk perception of food additives by knowledge enhancement in China

Food safety issues have occurred frequently in China in recent years, which results in consumers’ high risk perception of food additives. In the present research, we examined whether knowledge would decrease Chinese consumers’ risk perception of food additives under the influence of food safety issues’ risk perception; we also investigated how information selection impacted popularization effectiveness. Study 1 demonstrated that risk perception of food safety issues was positively correlated with risk perception of food additives. In addition, with increased risk perception of food safety issues, the higher level of knowledge weakened the influence of risk perception of food safety issues on risk perception of food additives. In Study 2, we proposed a consumer-risk-focused approach of knowledge popularization related to food additives, based on consumers’ cognitive rules and concerns. We compared its popularization effectiveness with the comprehensive-knowledge-based approach at three time points. We found that the consumer-risk-focused approach significantly promoted the effectiveness of popularization, including increasing knowledge accuracy and trust, and decreasing risk perception. The present study provides evidence that risk perception of food safety issues leads to biased judgments and perceptions concerning food additives, but knowledge acts as a buffering function in this biased relationship. In addition, in terms of practical application, this study contributes to improving the effectiveness of knowledge popularization about food additives.     

The congruence effect of food shape and name typeface on consumers’ food preferences

Both food image and name are important in advertising and packaging, which means that identifying their effects on consumer preferences is of both conceptual and managerial importance. However, although an increasing body of research currently focuses on the impact of food attributes on consumers, whether the sensory correspondences between food shape and name typeface affect consumer reactions is an under-researched topic. This paper thus comprises five studies to demonstrate the congruence effect between food shape and name typeface, whereby consumers prefer foods with a round (angular) shape that are labeled with a round (angular) name typeface. This shape–typeface congruence effect is driven by the psychological mechanism of processing fluency, which derives from the sensory correspondences between food shape and name typeface. Finally, this study identifies an important boundary condition of the congruence effect, confirming it affects only the consumer response to hedonic and not utilitarian goods. Using multiple foods and typefaces, the findings provide significant implications for processing fluency, sensory correspondences, and food marketing.     

The silver sensory experience – A review of senior consumers’ food perception,liking and intake

It is commonly assumed that sensory impairments occurring with age negatively affect older people’s intake of foods in terms of both quality and quantity. This review discusses evidence published on the effects of age on sensory perception and the consequences for independently living seniors’ perception, liking and intake of food products. Because of anatomical changes in all the senses involved in human food perception, on average seniors perceive a lower flavour intensity than younger adults, are less sensitive to changes in the flavour profile of foods, and show a decreased ability to discriminate between different intensity levels of flavour and/or taste attributes. However, despite these differences in their sensory perception of foods, young adults and seniors seem to differ less in their initial hedonic appraisal of food products. Nonetheless, more research is needed to determine whether multisensory enrichment of foods across different modalities may lead to increased food liking in seniors both with and without olfactory impairment. Although limited, the current evidence suggests that sensory performance may be positively associated with BMI or body weight in specific senior populations. In addition, seniors fail to show a decreased appreciation of an eaten food, thereby increasing the risk of a monotonous diet. Taken together, these findings highlight the need for appropriate interventions and/or foods to improve and maintain adequate quantity and quality of food intake among independently living seniors, and especially those with low sensory performance. Such interventions should be holistic rather than focused on one modality and may also incorporate hedonic modulators such as past experiences, affective factors and external cues, e.g. brand names, labels or food packaging. In interventions and product development, segmentation of the senior consumer market is strongly advised to identify more homogeneous subgroups in order to deal with the large heterogeneity between independently living seniors. It is concluded that one size of the silver food experience will most likely not fit all senior consumers!     

The asymmetrical effects of emotional loneliness vs. social loneliness on consumers’ food preferences

Loneliness, or perceived isolation, has been shown to engender unhealthy food consumption and obesity. In this research, we present loneliness as a multi-faceted phenomenon, comprised of social loneliness (stemming from deprivation of a broad social network or group membership) and emotional loneliness (stemming from lack of an intimate emotional attachment). Across four experiments conducted in online and lab settings, we find that different types of loneliness have asymmetrical effects on individuals' food attitudes and actual consumption, mediated by self-regulation. The research has significant implications to public health, consumer well-being, and social campaigns     

The trust paradox in food labelling: An exploration of consumers’ perceptions of certified vegetables

Trust is a key consideration when purchasing and consuming foods. Food certification is an aspect of food labelling, and is used by policymakers and marketers to increase consumers’ trust in food. Equally important, consumers’ trust in the food system and actors in its supply chain influences their overall perceptions of food safety, and which foods they choose and consume. However, the interaction between consumers’ trust in food chain actors, and consumers’ trust in food certification, has yet to be explored. This study addresses this gap by examining consumers’ perception of food certification, two examples of which are organic, and Good Agricultural Practices (GAP), and consumers’ trust in food chain actors. In doing so, we extend the literature on trust in food labelling through the inclusion of social-institutional factors in order to understand variations in trust in food. Data were collected via in-depth, semi-structured interviews and the study employed the social theory of trust as a theoretical framework to guide the analysis. Results show that organic, and GAP food certifications are perceived as a representation of the entire food system. Therefore, its trustworthiness is dependent on consumer perceptions of the food system’s capacity to guarantee organic standards along the entire food chain, which is a manifestation of abstract trust. This study contributes to the trust in food literature by showing that interpersonal trust in food actors, such as retailers or growers, can compensate for a lack of abstract trust in certification. Interpersonal trust is predominantly used to guide consumers’ food choices, particularly in the case where abstract trust in the wider institutional system’s integrity and competence is low.     

The combined effect of front-of-pack nutrition labels and health claims on consumers’ evaluation of food products

The majority of studies examining the effect of nutrition information on food packets (such as the nutrition information panel (NIP), front-of-pack labels (FoPLs) and health claims) have examined each in isolation, even though they often occur together. This study investigated the relationship between FoPLs and health claims since (i) they both appear on the front of packs and typically receive more attention from consumers than the NIP, (ii) they can convey contradictory messages (i.e., health claims provide information on nutrients that are beneficial to health while FoPLs provide information on nutrients associated with increased health risks) and (iii) there is currently scant research on how consumers trade off between these two sources of information. Ten focus groups (n = 85) explored adults’ and children’s reactions when presented with both a FoPL (the Daily Intake Guide, Multiple Traffic Lights, or the Health Star Rating) and a health claim (nutrient content, general-level-, or high-level). A particular focus was participants’ processing of discrepant information. Participants reported that health claims were more likely to be considered during product evaluations if they were perceived to be trustworthy, relevant and informative. Trust and ease of interpretation were most important for FoPLs, which were more likely than health claims to meet criteria and be considered during product evaluation (especially the Health Star Rating and Multiple Traffic Lights). Results indicate that consumers generally find FoPLs more useful than health claims.     

Effect of virtual eating environment on consumers’ evaluations of healthy and unhealthy snacks

Immersive technologies such as virtual reality and augmented reality have been recently explored in the field of food consumption studies from different perspectives. The present study utilized virtual reality technology in a within-subject experiment with three conditions to examine whether a varying virtual eating environment can alter consumers’ emotional responses (positive, negative, neutral) to the eating situation and whether the resulting emotional responses correlate with consumers’ wanting, liking, and hedonic evaluations of healthy and unhealthy snacks. In addition, the study analyzed whether a virtual eating environment that generates a positive emotional response can raise consumers’ rating of a healthy snack to the same level as an unhealthy snack consumed in a plain, unimmersed environment. The results showed a correlation between positive emotional responses and the pre-tasting evaluations of both snacks. In terms of hedonic evaluations, positive emotional responses correlated mainly with consumers’ evaluation of the unhealthy snack. When pre-tasting wanting and liking evaluations are compared between experimental conditions, the results indicate that a healthy snack is rated higher in a virtual reality environment that induces a more positive emotional response. The healthy snack was also rated at the same level as the unhealthy snack consumed in a plain environment. No differences between conditions were observed in consumers’ hedonic evaluations of the products. EEG and heart rate measurement results indicate that this might be because tasting a healthy snack generates more cognitive processing than an unhealthy snack. This might reduce the influence of the virtual eating environment on consumers’ evaluations. To conclude, virtual reality technologies might have the potential to support consumers’ eating experiences and healthy food choices by improving their evaluations of the products.     

The impact of innovation-related perception on consumer acceptance of food innovations – Development of an integrated framework of the consumer acceptance process

Innovations are an important part of the further advancement of societies in general as well as of companies in particular. Individuals can benefit from the advantages of innovations, while companies can maintain or increase their market share and profitability. However, especially in the food sector, scientific or technological innovations often encounter mistrust and rejecting reactions from consumers, resulting in decreasing acceptance of those innovations. Therefore, this paper aims to gain a deeper comprehension of consumer acceptance of innovative food products as well as to identify antecedent factors of innovation-related perception. For the empirical investigation of our conceptualized model, an online survey was conducted in Germany (n = 617) and the collected data were analyzed through structural equation modeling. The results confirmed a high predictive power of the multi-dimensional model of consumer acceptance. Our first major finding indicates that relative advantage, naturalness, novelty, and discomfort are the most important driving factors of the innovation-related perception of food products. Further important findings show that innovation-related perception has a strong positive and highly significant impact on customer perceived value, respectively a strong negative and highly significant impact on the customer perceived risk. In summary, innovation-related perception, customer perceived value, as well as customer perceived risk, are all important variables related to the acceptance of an innovative food product. The food sector can benefit from the insights provided by this study to communicate and market their products accordingly to the results to reduce mistrust and increase acceptance of food innovations on the consumer side.     

Consumers’ perception of food product craftsmanship: A review of evidence

The understanding of what the consumer considers as craftsmanship is a sensitive question in the food sector. Despite food label regulations on this issue having undergone partial harmonisation, revealing what the consumer perceives as a craft food is a feat that has yet to be achieved. Drawing upon a review of literature in the field of consumer research, this investigation addresses this knowledge gap. In the light of the Alphabet Theory framework, the review offers a systematic overview of the motives affecting individuals’ perception of food product craftsmanship, as well as of the key factors affecting consumer behaviour towards craft foods. The findings provide useful insight to add to the body of extant literature and to discuss the possible directions of research. Moreover, the results can also have relevant importance to support legislators in designing appropriate regulations on craft foods.     

The roles of schema incongruity and expertise in consumers’ wine judgment

Broadening the present understanding of how expertise moderates the schema-incongruity effect (i.e., the notion that a product moderately incongruent with the schema evoked for it in memory is associated with a comparatively positive product evaluation), this study argues that people with higher, not lower, degrees of expertise experience incongruity and prefer moderately incongruent products over congruent ones. Because people with low expertise in complex product categories lack a developed schema against which to assess encountered products, they will be insensitive to incongruity. People with high expertise, on the other hand, typically have developed schemata and can therefore perceive incongruity and respond accordingly.Consumers with different levels of wine expertise participated in a study in which they were given congruent or incongruent information, as well as different levels of information elaboration, about a wine prior to tasting and evaluating it. The results of this study support the above argument: Expertise moderates the incongruity effect such that it is prevalent only for experts, and schema-level processing moderates expertise’s moderating effect on the incongruity effect.     

The influence of health claims and nutritional composition on consumers’ yoghurt preferences

The use of health claims on foods with a poor nutritional composition could pose a risk of misleading some groups of consumers in their food choices. This study aimed to explore the influence of the use of claims on consumers’ preferences for yoghurts with a different nutritional composition and the influence of more and less familiar claims on food choices. The study was conducted on 371 consumers using conjoint methodology and further cluster analysis. Fruit yoghurt was used as a base product. We investigated the impact of the following product attributes on consumers’ preferences: presence/absence of a probiotic and fat metabolism claim; sugar content; and fat content. The results suggest that, while consumers generally consider the nutritional composition of yoghurt to be more important than the tested claims, some groups of consumers are more sensitive to the use of health-related statements. We observed the consumers’ generally positive preference for a familiar probiotic claim, and their negative preference for a non-familiar fat metabolism claim. Overall, these results indicate that some groups of consumers are more sensitive to the use of health-related communications and are therefore more exposed to the risk of being misled if the composition of the yoghurt they buy is in fact less favourable. It would be beneficial if nutrient profiles were introduced to limit the use of claims on foods.     

Olfactory priming for eating behavior – The influence of non-conscious exposure to food odors on specific appetite,food preferences and intake

Sensory food cues in our surroundings, such as odors, trigger decisions that may lead to (over)eating. These cues occur mainly outside of people’s awareness. Therefore, it is crucial to better understand the effect of (non-consciously exposure of) food odors on behavioral responses. Moreover, sensory-specific appetite suggests that food odor exposure may enhance appetite for products with similar properties in taste and calorie content, inferring that we can detect nutrient content of the food through our sense of smell. Our previous research showed that conscious exposure to macronutrient-related odors influenced specific appetite but not food preferences or intake. However, eating behavior responses may differ depending on the level of awareness of the odor cue. Therefore, in our current study, we aimed to determine the influence of non-conscious exposure to macronutrient-related odors on specific appetite, food preferences and food intake. 34 healthy, normal-weight and unrestrained Dutch females underwent four sessions where they were non-consciously exposed to odors representing food high in carbohydrates, protein and fat, and low-calorie foods. Eating behavior was assessed through a specific appetite questionnaire, a computer task on macronutrient and taste food preferences, and actual food intake by means of a salad bar which included toppings representing the different macronutrients. Results show that non-conscious exposure to macronutrient-signaling odors does not influence congruent appetite, food preferences nor food intake of a main meal. Follow-up research should focus on different odor exposure (intensity and exposure time) and outcomes measures to have a better understanding of olfactory priming on eating behavior.     

Exploring fruit’s role in dessert: The Dessert Flip and its impact on university student acceptance and food waste

The Dessert Flip is a plant-forward strategy to increase the sustainability and healthfulness of desserts that “flips” the relative proportion of full-calorie desserts like cake with fruit garnishes—simultaneously increasing servings of fruit and reducing added sugar, saturated fat, and calories. In a university dining hall, students (n = 86) were served a full-sized entrée followed by a dessert randomized over three weeks: a conventional plated dessert (20% fruit, 80% cake), a flipped dessert (60% fruit, 40% cake), and a subtle “stealth” flipped dessert with peach purée in the cake (45% fruit, 55% cake). The flipped dessert was preferred over the conventional and the stealth versions in ranking and in overall, appearance, color, and flavor liking (p < 0.05), and the stealth dessert was not significantly different than the conventional cake. Food waste (%) was significantly lower in the flipped dessert than in the conventional or the stealth flipped desserts and the proportion of cake waste not significantly different between treatments. Subjects rated strawberries as the most suitable fruit for dessert by itself or as part of a dessert, while fruits commonly eaten as snacks such as apples, oranges, and grapes were considered significantly less dessert-like. In a follow-up free choice study with all dining hall users, students took significantly more servings of the flipped dessert than the conventional, although the average food waste was not significantly different. These data suggest that both the Dessert Flip and the stealth Dessert Flip can be successful strategies for plant-forward dietary change.     

Effect of a health reminder on consumers’ selection of ultra-processed foods in a supermarket

Consumers report difficulties when trying to make healthy food choices in supermarkets due to environmental cues that favour the acquisition of unhealthy food items. This study’s objective was to investigate food selection in a supermarket to prepare a last minute meal by consumers with different levels of health consciousness. In an experimental design, 50 high (HHC) and 50 low health conscious (LHC) participants (n = 100) were told to choose all food items to prepare a meal for themselves plus a guest. For half the participants (25 HHC and 25 LHC), the expression ‘healthy meal’ was embedded in the instruction. To evaluate shopping healthfulness, foods selected by the participants were categorized according to level of industrial processing in Unprocessed/Minimally Processed (U/MP); Processed Culinary Ingredient (PCI); Processed (P), or Ultra-Processed (UP). The health reminder positively affected the choices of HHC and LHC individuals. Results indicate that placing reminders of healthy eating in shopping environments where P and UP foods sales are heavily promoted, such as supermarkets, can be a useful tool to promote healthy choices in accordance with what is recommended by the Dietary Guidelines for the Brazilian Population.     

The impact of improved ‘water-use security’ on women’s reliance on agricultural incomes in KwaZulu-Natal Province,South Africa

Since women are the principal food producers in most rural areas, it is argued that enhancing their water-use security would improve agricultural incomes. This study provides empirical evidence of the effect of improved water-use security on women’s dependence on agricultural incomes. Cluster analysis was employed to classify women practising either irrigation or dryland farming in the Msinga rural areas of KwaZulu-Natal, according to their dependence on agricultural incomes. The Binomial Logit model was then used to investigate the effect of improved water-use security on women’s dependence on agricultural incomes. The levels of water-use security and other dominant forms of capital assets were identified through principal components analysis (PCA). The logit results showed that higher levels of water-use security did not correspond with reliance on agricultural-based incomes. Factors such as the fragmentation of farms into smaller sizes through inheritance, poor institutional settings, and the lack of infrastructure were the main reasons why women with higher water-use security were not reliant on agricultural incomes. Other capital endowments, including social capital, access to information, agricultural production skills and land size increase women’s reliance on agricultural incomes. Women from larger households were also more likely to rely on agricultural incomes. On the other hand, dryland farmers were less likely to rely on agricultural income sources. It was concluded that high levels of water-use security can only make a positive contribution to women’s reliance on agricultural incomes when appropriate institutional and infrastructural resources exist.     

The future role of agriculture in the Arab region’s food security

The 2007–2008 food crisis and subsequent economic recession have severely undermined food security and agricultural sustainability worldwide. Failures in market functioning and trade openness have posed particularly high risks to the import-dependent countries in the Arab region. Many of the global causes of the price spikes are still in place, creating uncertainty about food availability and access in the future. Especially in the Arab region, these uncertainties are compounded by water scarcity. A long-term outlook is essential for formulating appropriate policy and investment strategies in order to ensure future food security for the region. After a brief discussion of trends in agricultural growth and investment, this paper presents projections by the International Model for Policy Analysis of Agricultural Commodities and Trade (IMPACT) on agriculture production, trade, demand, prices, and food security up to 2025 and 2050. Simulations are used to compare a baseline scenario (with climate change) with two scenarios incorporating increased investment and supportive policies. The results highlight the key role of agricultural research, as well as expanded irrigation, improved natural resource management, and enhanced market efficiency, in improving food security. Four priority areas are proposed: investments in agricultural research and development, rural infrastructure, and rural institutions; more open regional and international trade to facilitate commodity flows and alleviate supply shortages; pro-poor food and nutrition interventions; and cross-cutting issues of policy coherence, gender dimensions, inclusion of traditional populations, and coordination mechanisms to deal with climate change and ecosystem challenges.