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Short communication: Influence of labeling on Australian and Chinese consumers' liking of milk with short (pasteurized) and long (UHT) shelf life

Liem, D.G., Bolhuis, D.P., Hu, X. and Keast, R.S.J. 2016, Short communication: Influence of labeling on Australian and Chinese consumers' liking of milk with short (pasteurized) and long (UHT) shelf life, Journal of dairy science, vol. 99, no. 3, pp. 1747-1754, doi: 10.3168/jds.2015-10516.

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Title Short communication: Influence of labeling on Australian and Chinese consumers' liking of milk with short (pasteurized) and long (UHT) shelf life
Author(s) Liem, D.G.
Bolhuis, D.P.
Hu, X.
Keast, R.S.J.ORCID iD for Keast, R.S.J. orcid.org/0000-0003-2147-7687
Journal name Journal of dairy science
Volume number 99
Issue number 3
Start page 1747
End page 1754
Total pages 8
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2016-03
ISSN 1525-3198
Keyword(s) consumer
sensory
cross-cultural
milk
liking
Science & Technology
Life Sciences & Biomedicine
Agriculture, Dairy & Animal Science
Food Science & Technology
Agriculture
TASTE PERCEPTION
SENSORY EXPECTATIONS
REPEATED EXPOSURE
FOOD
HEALTH
PRODUCTS
QUALITY
Summary Sixty percent of milk consumed in China has a long shelf life (UHT), presumably because milk with a short shelf life (pasteurized) is comparatively expensive. This in contrast to Australia, where 10% of consumed milk is UHT and the price between UHT and pasteurized milk is equivalent. Whether UHT is actually more liked than pasteurized milk by Chinese consumers is unknown. However, the potential positive halo around the expensive pasteurized milk might result in Chinese consumers liking milk more when it is labeled as "short shelf-life milk." To test these hypotheses, Chinese (n=48, 20 males, 28 females, 23±7.2 yr) and Australian (n=93, 11 males, 82 females, 24±5.6 yr) consumers tasted and rated (9-point hedonic scale), in a randomized order, 3×30-mL samples of UHT milk (labeled as "long shelf-life milk," "short shelf-life milk," or "milk") and 3×30-mL samples of pasteurized milk (also labeled as "long shelf-life milk," "short shelf-life milk," or "milk"). Australian participants' liking of milk was not influenced by labeling. Regardless of what the label stated, they always preferred the taste of pasteurized milk over the taste of UHT milk. This was different for Chinese participants, who preferred the taste of UHT milk over the taste of pasteurized milk, but in general had a higher liking for any milk that was labeled "short shelf-life milk." Both Australian and Chinese were more positive about pasteurized than UHT milk. In conclusion, Chinese, but not Australian, consumers' liking of milk was guided by the positive expectations of pasteurized milk and the negative expectations of UHT milk. Further research is needed to investigate if the present findings can be extrapolated to a larger and more varied group of Chinese and Australian consumers.
Language eng
DOI 10.3168/jds.2015-10516
Field of Research 0702 Animal Production
0908 Food Sciences
Socio Economic Objective 920499 Public Health (excl. Specific Population Health) not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Wiley
Persistent URL http://hdl.handle.net/10536/DRO/DU:30082760

Document type: Journal Article
Collection: School of Exercise and Nutrition Sciences
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