Effects of health labels on expected and actual taste perception of soup

Liem, D. G., Toraman Aydin, N. and Zandstra, E. H. 2012, Effects of health labels on expected and actual taste perception of soup, Food quality and preference, vol. 25, no. 2, pp. 192-197, doi: 10.1016/j.foodqual.2012.02.015.

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Title Effects of health labels on expected and actual taste perception of soup
Author(s) Liem, D. G.ORCID iD for Liem, D. G. orcid.org/0000-0002-6619-6101
Toraman Aydin, N.
Zandstra, E. H.
Journal name Food quality and preference
Volume number 25
Issue number 2
Start page 192
End page 197
Total pages 6
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2012-09
ISSN 0950-3293
Keyword(s) consumers
Summary Health labels such as "reduced in salt" or the "healthy choices" logo aim to facilitate consumers' healthy food choices. However, they may act as a warning sign for those consumers who are more worried about the taste of the products, rather than healthiness. This study assessed the potential effect of front-of-pack health labels on consumers' expectations and actual perceived taste quality of a chicken soup. Participants ranging from 19 to 67. years of age (28 females, 18 males, mean age 45.3 ± 13.7. years) were invited to come to a central location to taste a variety of soups. Consumers tasted the same soup with different labels (e.g. now reduced in salt, healthy choices-tick logo) in a within-subjects design. Before and after consumers tasted the soup, they were asked to rate liking, saltiness, and desire to consume the soup. The results suggest that consumers expected the salt taste intensity (P< 0.001) to be lower when the label stated "now reduced in salt", compared to the soup without such label. Furthermore, consumers expected the soup with the tick logo to be more liked than the same soup with the tick logo and the "now reduced salt" label (P= 0.1). After consumers tasted the soups, no differences in liking or desire were found between the soups with the different labels.This study suggests that labels which notify consumers of a reduction in salt may have an adverse effect on consumers' expectation and potentially on the actual perceived taste of products.
Language eng
DOI 10.1016/j.foodqual.2012.02.015
Field of Research 090899 Food Sciences not elsewhere classified
0908 Food Sciences
1505 Marketing
Socio Economic Objective 920411 Nutrition
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2012, Crown Copyright
Persistent URL http://hdl.handle.net/10536/DRO/DU:30082769

Document type: Journal Article
Collections: Faculty of Health
School of Exercise and Nutrition Sciences
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