Package images modulate flavor perception for orange juice |
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| Authors: | Nanami Mizutani Masako Okamoto Yui Yamaguchi Yuko Kusakabe Ippeita Dan Toshimasa Yamanaka |
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| Affiliation: | 1. Graduate School of Comprehensive Human Sciences, University of Tsukuba, 1-1-1 Tennodai, Tsukuba, Ibaraki 305-8577, Japan;2. Center for Development of Advanced Medical Technology, Jichi Medical University, 3311-1 Yakushiji, Shimotsuke, Tochigi 329-0498, Japan;3. School of Medicine, Nihon University, 30-1 Otaniguchi-uemachi, Itabashi, Tokyo 173-8610, Japan;4. Sensory & Cognitive Food Science Laboratory, National Food Research Institute, 2-1-12 Kannondai, Tsukuba, Ibaraki 305-8642, Japan;1. Ono Academic College, 104 Zahal Street, Kiryat Ono 55000, Israel;2. Cornell University, Dyson School of Applied Economics, 112 Warren Hall, Ithaca, NY 14853, United States;3. University of Florida, Warrington Hall of Business Administration, 100 Bryan Hall, Gainesville, FL 32611, United States;1. Division of Food Sciences, University of Nottingham, Sutton Bonington Campus, Loughborough, Leics LE12 5RD, United Kingdom;2. Department of Statistics and Management Science in Agriculture, Technical University of Madrid, ETSI Agrónomos, 28040 Ciudad Universitaria s/n, Madrid, Spain;1. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK;2. Universidad de la Sabana, Bogotá, Colombia;3. School of Psychology, Faculty of Health Sciences, University of Adelaide, Adelaide, Australia;1. Departamento de Ingeniería de Diseño y Fabricación, Escuela de Ingeniería y Arquitectura, Universidad de Zaragoza, c/ María de Luna 3, C.P. 50018 Zaragoza, Spain;2. Marketing and Consumer Behaviour Group, Wageningen University & Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands;1. Group in Product and Project Management, Escuela de Ingeniería y Arquitectura, Universidad de Zaragoza, c/ María de Luna 3, C.P. 50018 Zaragoza, Spain;2. Departamento de Estadística, Universidad de Salamanca, c/ Espejo 2, C.P. 37007 Salamanca, Spain;3. Bioestatistics Unit-IBSAL, Instituto de Investigación Biomédica de Salamanca, Paseo de San Vicente, Spain |
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| Abstract: | Most food packages contain images as well as textual information. While the influence of textual information on flavor evaluation has been well studied, the influence of images remains unexplored. Thus, this study investigated how the valence and congruency of images on juice packages influence flavor evaluations. There were 85 participants divided between four experimental conditions: (1) pleasant/congruent, with pleasant orange pictures; (2) unpleasant/congruent, with unpleasant orange pictures; (3) pleasant/incongruent, with pictures of pleasant non-food objects; and (4) unpleasant/incongruent, with pictures of unpleasant non-food objects. In each condition, pictures were attached to cups filled with juice. The participants rated the palatability, goodness of aroma, sweetness, bitterness, sourness, richness, freshness, and artificiality of 6 samples of the same juice. Juices presented with pleasant images were rated as more palatable and fresh. Juices presented with congruent images were rated with better aromas. This data shows that images on juice packages influence flavor evaluation. |
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