The Effects of Food Color on Perceived Flavor: A Factorial Investigation in India

We extend research testing the effects of food color on flavor to a new cultural setting—India. We test color’s effect at three levels: flavor identification, perception, and preference. One hundred twenty-two graduate students at an Indian business school enrolling students from all parts of India were assigned the task of tasting and evaluating an orange-flavored carbonated water. Color at two levels (purple and orange) and label information at two levels (told orange flavor, told grape) were manipulated in a full factorial, between-subjects design. Results confirm that food color affects the consumer’s ability to correctly identify flavor as well as to form distinct flavor profiles and preferences. Food color dominates other flavor information including labeling and taste, though the strength of the effect is less pronounced in this setting. Strategic alternatives for the effective deployment of food color for promotional purposes are recommended.     

How you see yourself influences your color preference: Effects of self-construal on evaluations of color combinations

The present study examines the role of self-construal in the preference for analogous versus complementary color combinations. The majority of previous research on color has been limited to exploration of single colors. However, designers and marketers often use a mix of colors whose harmony must be taken into consideration, which includes choosing whether to use colors placed next to each other on the color wheel (analogous combination) or to combine colors that are opposite each other (complementary combination). The current study proposes that self-construal influences the perception of and preference for color combinations. Individuals with interdependent self-construals tend to focus on relational similarity and value harmony, whereas individuals with independent self-construals tend to view objects as discrete and disconnected. Accordingly, the authors posited that individuals with interdependent self-construals would be more sensitive to the relationship between two colors and perceive analogous colors as more harmonious, thus preferring brands and products featuring analogous colors to those featuring complementary colors. Contrariwise, individuals with independent self-construals would display indifference in this regard. The hypotheses were confirmed in four studies employing various colors to form analogous and complementary color combinations.     

天然甜茶保健饮料加工技术的研究

研究了天然甜茶保健饮料的生产工艺,并着重研究了最佳浸提条件及如何解决天然甜茶保健饮料产生混浊沉淀、色泽褐变、风味改变等问题。研制出色泽清亮、香气宜人、甘甜清凉可口的天然无糖保健饮料。     

Fifty shades of food: The influence of package color saturation on health and taste in consumer judgments

When evaluating food products, consumers rely on visual cues on packages to infer their healthiness and tastiness. We assumed that color, specifically color saturation, is one such cue, similarly relevant for both healthiness and tastiness inferences. We conducted three studies in which we manipulated the color of pictures of product packages. Participants viewed pictures from the category of snacks (Study 1a) and drinks (Studies 1b and 2), available at a supermarket's online store and rated each product on the dimensions of healthiness and tastiness. In two studies, we showed one group of participants product pictures only as grayscale images, whereas another group viewed the pictures in full color. In a third study, we showed participants product pictures once with increased and once with decreased color saturation. We consistently found a positive correlation between healthiness and tastiness. Presenting pictures of products as grayscale images weakened the healthy-tasty correlation. Products with increased compared with decreased color saturation were rated as both healthier and tastier, mediated by the products' perceived freshness.     

Determination of Intrinsic Appearance Properties that Drive Dry Dog Food Acceptance by Pet Owners in Thailand

Consumers and institutions make purchase and potential consumption decisions on behalf of other product users on a daily basis. Pet foods are one example of a product in that situation. The objective of this study was to determine what aspects of pet food appearance characteristics determine higher liking among Thai consumers. Consumers (n = 120) evaluated a total of 30 samples that varied in color, shape, size, and kibble composition. Information on overall liking, shape liking, size liking, and color liking was collected. Additional information was collected using a check-all-that-apply question regarding product characteristics. The results indicated that color and shape were important for Thai consumers; specifically, a yellowish color and bone shape were liked best. These results are important for pet food manufacturers and marketers in developing new products, as well as for product marketers in other consumer goods, such as child food, medications, food aid, and other divisions.     

桃胶银耳保健饮品工艺条件研究

本文结合传统工艺和现代食品加工技术,根据消费者对桃胶银耳保健饮品的实际需求,研究了桃胶银耳保健饮品的生产工艺,并利用正交试验对工艺条件进行优化,确定产品的最佳工艺条件为:纯净水2 000 g,桃胶15 g,银耳9 g,枸杞10 g,冰糖90 g,制作时间40 min。研究结果将为桃胶银耳保健饮品的市场化生产提供参数借鉴。     

What Am I Drinking? The Effects of Serving Facts Information on Alcohol Beverage Containers

Excessive alcohol consumption is associated with numerous adverse health conditions and is the third leading cause of preventable death in the United States. Unlike manufacturers of most other packaged food and beverage products, alcohol beverage producers are not required to disclose product nutrition information. This situation may soon change. On July 31, 2007, the Alcohol and Tobacco Tax and Trade Bureau proposed a rule that will require a Serving Facts panel containing a statement that includes levels of calories, carbohydrates, fat, and alcohol content on all alcohol beverage containers. The primary purpose of this research was to test predictions and provide insight regarding consumers’ potential responses to the provision of Serving Facts information on alcohol beverage labels. Implications of the results for public policy makers and consumer welfare are offered.     

The Impact of Package Color and the Nutrition Content Labels on the Perception of Food Healthiness and Purchase Intention

Considering the difference between hedonic and utilitarian products, this article presents how the choice of color in food packaging, along with the nutrition content claim (NCC) labeling, can influence the consumer’s perception of food healthiness and purchase intention. The responses of 120 non-color-blind and non-obese college students from two within-subject experiments were analyzed by adopting a mixed model for repeated measurement. The results suggest that utilitarian, but not hedonic, food products in blue-colored packages were perceived to be healthier than those in red-colored packages. The perception of food healthiness, which was sensitive to the package color, also influenced the purchase intention of packaged foods. Moreover, when the NCC label was presented, food in a blue package with health claims in the NCC (e.g., “light” label) was perceived healthier than food in a red package with regular labels. This article also discusses the managerial implications of the findings for packaging and advertising professionals.     

Understanding Preferences for Dietary Supplements and Fortified Food during Pregnancy: A Discrete Choice Experiment

Using a discrete choice experiment, we examine pregnant women’s preferences to determine the relative importance they place on product attributes when choosing between nutritionally fortified food and beverage products, and supplement tablets. The choice experiment was included in a cross-sectional web-based questionnaire completed by 857 pregnant Australian women. Latent class analysis identified four distinct consumer segments: ‘Nulliparous information seekers’ (42% of sample), ‘Lower-income milk-lovers’ (22%), ‘Older multiparous tablet users’ (16%), and ‘Young juice-lovers’ (20%). While nutrient levels were a strong driver of choice in the largest segment, over one-third of pregnant women were not influenced by levels of recommended nutrients (folate or iodine) in supplement products. Pregnancy supplements endorsed by a reputable government science agency were most appealing in three of the segments. The information gained regarding product preferences of different consumer segments can aid in targeting pregnant women and those planning pregnancy with more appropriate nutrition information, advice, and products.     

Organizational Buyer Behavior of Caribbean Food and Beverage Importers

Abstract

This paper examines the behavior of Caribbean importers with respect to the purchase of branded food and beverage products manufactured in the Canadian province of Ontario. The determinants of the import purchase decision are identified, and the import response of buyers to changes in the importance rating of key purchase criteria is quantified. The study is based on personal interviews with forty-eight Caribbean food and beverage purchasing executives. The results indicate that price and requests from local customers are the most important decision criteria used by Caribbean importers. Also, firms with a recent history of importing Ontario food and beverage products place a higher level of importance on brand image and package design. A one-unit decrease in the importance rating of the packaging design variable was found to increase the odds of a firm importing from Ontario by thirty percent.     

Modeling and Promoting Organic Food Purchase

This study aims at enhancing organic food product (OFP) purchase by identifying customer segments based on their knowledge and attitude related to organic food along with their demographic profile. Two scales for measuring Knowledge and Attitude related to organic food were developed to measure their levels. The scales have covered six dimensions of organic food: Healthy, Eco-friendliness, Price, Availability, Certification, and Brand. After identifying the customer segments, each segment was further segmented based on their media consumption behavior. Hierarchical followed by K means cluster analysis resulted to six distinct segments with their corresponding subsegments. Cluster analysis was again performed for each customer segment, and a media selection method (MSM) was evolved to effectively communicate with OFP customers. These methods can guide marketers in devising an appropriate communication plan for enhancing OFP purchase.     

餐饮型物流企业前景分析

随着经济的飞速发展,现代人的生活水平逐渐提高且生活日益繁忙,处于快速生活节奏中的人们越来越重视餐饮的质量与形式,也越来越需要省时、高效、正规的外送餐饮服务,餐饮物流配送方式则成为最便利受欢迎的用餐方式。可以预见,创建专业的餐饮物流型企业,与不具备送餐业务能力的餐饮连锁或个体餐厅形成合作,将具有广阔的市场发展空间。     

Partnering with Parents: Suggestions for Food Marketers and Retailers in the Ongoing Childhood Obesity Debate

Few scholarly research studies and governmental reports have focused on parents' opinions regarding food and beverage marketing toward children and their thoughts as to what can be done to empower them in the childhood obesity debate. The current study represents a missing link in traditional childhood obesity research by identifying the possible contribution of food retailers in helping struggling parents with the issue at hand. Results of an online survey conducted among 282 parents of 6–11-year-olds reveal that parents are looking for partnerships between food marketers and retailers in future promotional endeavors.     

A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions

Visual elements of packaging design serve as a powerful, cost-efficient tool for manufacturers and retailers alike to communicate sensory features of the product to consumers and influence their consumption behaviors. Based on studies of packaging design, cross-modal correspondences, and food science, this research establishes a “packaging visual-gustatory correspondence effect” whereby the image of a food product placed at the bottom (vs. top) of the package façade enhances consumers’ expectations (Study 1A) and actual perceptions (Study 1B) of the food’s flavor heaviness. Further, this effect carries over to help consumers make healthier eating decisions such as eating less of the food (Study 2) and subsequently choosing a healthier snack (Study 3). This research also shows that the packaging visual-gustatory correspondence effect is moderated by consumers’ processing style such that those who engage in holistic (vs. analytic) processing are more affected by the location of the food image on the package façade (Study 4). Our theoretically novel findings are also conducive to addressing the self-control dilemma: The location of the food image on the package façade can serve to increase flavor perception but decrease consumption quantity.     

餐饮食品安全管理体系浅析

食品安全直接关系民生问题,但是近年来餐饮行业频频发生食物中毒事件早已引起了各级政府和消费群众的高度重视。本文结合HACCP提出一些食品安全管理体系的相关方针。     

Airline customer satisfaction and loyalty: impact of in-flight service quality

The purpose of this study was to investigate the impact of the in-flight service quality on airline customer satisfaction and loyalty. This study analyzed the data from passengers of two classes: prestige (business) and economy. The results suggest that there are different factors of in-flight service quality that are important according to the customer seat class. In the case of the prestige class, there were six service quality factors of importance: alcoholic and non-alcoholic beverage, responsiveness and empathy, reliability, assurance, presentation style of food, and food quality; while the economy class showed five important service quality factors: responsiveness and empathy, food quality, alcoholic beverage, non-alcoholic beverage, and reliability. These findings imply that airline companies’ in-flight service should have different delivery strategies based on the customer seat class.     

六西格玛在酒店餐饮管理中的应用研究

六西格玛管理是一套系统的业务改进体系,本文分析了六西格玛在酒店餐饮管理中适用的可行性。通过解析六西格玛在酒店餐饮管理中的应用流程,探讨了六西格玛在酒店餐饮管理中的应用对策。     

Food appearances in children's television programmes in Sweden

Studying other television content than advertisements is necessary to better understand the association between TV viewing and dietary habits. The aim of this study was to examine the nature and extent of verbal and visual appearance of food and beverage in children's programmes in Swedish public service television. The study object was the most popular children's TV programme in Sweden, broadcast by commercial‐free public service television channel and watched almost daily by 45% of children under the age of 10 years. The analysed material consisted of 25 h, broadcast at 21 occasions over almost a 5‐month period of the most popular TV viewing season. All appearances and type of food and beverages were coded as well as the context in which the foods were discussed or appeared. Chi‐square tests were performed to analyse if the occurrence of fruits and vegetables and high‐calorie and low‐nutrient (HCLN) foods respectively were associated with the context where food appeared. Mann‐Whitney test was used to compare the representation of the two food groups in terms of degree of propensity to be consumed. Of the 287 programme sections, food or beverage appeared in 78%. Of the food appearances (n = 773), HCLN foods constituted 19%, and fruits and vegetables 39%. More than half of the HCLN food appearances are with children, while only one third of the fruits and vegetables are shown with children. HCLN foods were more often shown being consumed or actively handled, than fruits and vegetables. Food and beverages appear frequently in children's programmes in Swedish public service television. HCLN foods seem to be represented as more attractive, by to a greater extent appearing consumed or actively handled in comparison with other foods. These foods were also frequently shown together with children while fruits and vegetables more frequently appeared with adults than children.     

The Changes in Demographics and Lifestyles and Their Effects on the Coffee Industry

This paper isolates certain key variables to assess their impact on the coffee industry, and to what extent these variables have been addressed. Although approached in a theoretical framework, this paper delineates the environmental forces that are faced by the coffee industry, and how the negative impact of these forces fo unnoticed or are ignored. The coffee industry has a history of little action taken when highly publicized health studies were published. When the demographics and lifestyles of consumers changed, the industry has been slow to respond. Recently these constricting forces have been addressed, thus providing an area for future research. The study of successes and failures of the beverage industry can help many industries in understanding their marketing approaches.