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.     

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

We extend research testing the effects of food color on flavor perception to analogous color. Analogous colors are those found next to each other on the color wheel. Subjects were assigned the task of tasting and evaluating a fruit-flavored beverage. Actual fruit flavor at two levels and beverage color at three levels were manipulated in a full factorial, between-subjects design. Thus each subject tasted and evaluated a single color/flavor combination. Results show that the small differences in food color represented by analogous color are sufficiently distinct and meaningful to consumers to significantly affect their ability to correctly identify the flavor of color-associated foods, as well as to form distinct flavor profiles and particular preferences—much as the grosser distinctions represented by complementary food color have been shown to do previously.     

External resources and economic growth: New evidence from EAGLE countries using PMG framework

This study attempts to explore the relationship between economic growth and external resources in the case of emerging and growth-leading economies (EAGLE). Among these economies, a panel of eight countries was studied over the period of 1986–2014. Empirical analyses were performed using panel cointegration and pooled mean group framework. Our findings support positive long- and short-run relationships between imports and gross domestic product (GDP). The results also reveal a negative and significant long-run relationship between foreign direct investment and GDP, whereas no significant evidence has been noted for the short run. Moreover, remittances in EAGLE countries have failed to justify any contribution to GDP in both long and short runs.