Jang Jin A, Oh Ji Eun, Na Yeseul, Yeo Ga Eun, Cho Mi Sook
Nutritional Science and Food Management Department, Ewha Womans University, Seoul 03760, Korea.
College of Science & Industry Convergence, Ewha Womans University, Seoul 03760, Korea.
Foods. 2021 Jan 23;10(2):231. doi: 10.3390/foods10020231.
This study aimed to examine the emotional responses evoked by cooked colored rice and its health functionality information in both consumers who eat rice as a staple food and consumers who do not eat rice as a staple food. Specifically, Korean and American consumers were exposed to colored rice and its health functionality information and an emotion lexicon was generated and measured based on focus group interviews (FGI) and two online consumer surveys. In test 1, the emotions evoked by presentation of stimuli to Koreans ( = 10) and Americans ( = 10) were extracted through FGIs and the first online consumer survey (Koreans = 69; Americans = 68) and an emotion lexicon was generated. As a result, a total of 34 terms were confirmed. Test 2 was conducted during the second online consumer survey (capturing data from a total of 208 Koreans and 208 Americans), utilizing the terms generated in test 1. In this test, only the colors (CO) of colored rice were presented to one group, while colors and health functionality information (CO&H) were presented to the other group. The overall liking for stimuli in both countries was highly correlated with familiarity. Koreans showed significantly more familiarity and liking for CO of white and black CO rice, while Americans showed significantly more familiarity and liking for CO of white and yellow rice. Hierarchical cluster analysis was performed to categorize the emotion terms, and the emotion terms were sorted into the three clusters, "Positive", "Negative", and "New", for both countries. Under informed conditions, the emotions became more positive, and emotions in the "New" cluster were evoked in both countries. The current study employed a cross-cultural approach to assess consumers' emotional responses to colored rice and health functionality information. Our findings suggest that providing foods with preferred colors for each culture and providing sufficient information on the said foods will help to promote unfamiliar foods.
本研究旨在考察食用大米为主食的消费者和不以大米为主食的消费者对熟彩色米及其健康功能信息所引发的情绪反应。具体而言，让韩国和美国的消费者接触彩色米及其健康功能信息，并基于焦点小组访谈（FGI）和两项在线消费者调查生成并测量情绪词汇表。在测试1中，通过焦点小组访谈和第一次在线消费者调查（韩国人=69；美国人=68），提取向韩国人（n = 10）和美国人（n = 10）呈现刺激物所引发的情绪，并生成一个情绪词汇表。结果，共确认了34个词汇。测试2在第二次在线消费者调查期间进行（收集了总共208名韩国人和208名美国人的数据），使用测试1中生成的词汇。在该测试中，仅向一组呈现彩色米的颜色（CO），而向另一组呈现颜色和健康功能信息（CO&H）。两国对刺激物的总体喜爱程度与熟悉程度高度相关。韩国人对白色和黑色彩色米的颜色表现出显著更高的熟悉度和喜爱度，而美国人对白色和黄色米的颜色表现出显著更高的熟悉度和喜爱度。进行层次聚类分析以对情绪词汇进行分类，两国的情绪词汇都被分为“积极”、“消极”和“新奇”三个类别。在知晓相关信息的情况下，情绪变得更加积极，并且两国都引发了“新奇”类别中的情绪。本研究采用跨文化方法来评估消费者对彩色米和健康功能信息的情绪反应。我们的研究结果表明，为每种文化提供具有其偏好颜色的食物，并提供有关所述食物的充分信息，将有助于推广不熟悉的食物。
