Taste biases : confounding sensory and label evaluations for yogurt
Abstract
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] When you taste something bitter, something with a thicker consistency, or something with less sweetness does it make you think it is healthier? Does the taste of the product lead you to think it has more calories? Do you suffer from a taste bias? In this study 105 participants completed a two-stage experiment and subsequent questionnaire to quantify their taste-derived perceptions, label-influenced perceptions and relevant psychometric beliefs and attitudes towards organic Greek, and Classic type yogurts. Participants tasted two-types of yogurt (Greek and Classic) first blind, then again with the type displayed on a label, as well as the presence or absence of an organic label. They then completed a comprehensive beliefs and attitudes questionnaire about yogurt, nutrition, calorie estimation, and organic food. Using the psychometric measures gathered - three clusters were characterized. All three clusters experienced a 'taste' bias to the Greek and organic factors but to different effects. This study examines the sensory and psychographic interrelation of food purchasing behavior and the presence and magnitude of the 'halo effect' in a way that is previously unexplored in the existing literature.
Degree
M.S.
Thesis Department
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