Food, Health & Consumer Research, Wageningen Food & Biobased Research, Wageningen University & Research, Wageningen, the Netherlands; Kikkoman Europe R&D Laboratory B.V., Wageningen, the Netherlands.
Food, Health & Consumer Research, Wageningen Food & Biobased Research, Wageningen University & Research, Wageningen, the Netherlands.
Food Res Int. 2021 Apr;142:110200. doi: 10.1016/j.foodres.2021.110200. Epub 2021 Feb 10.
With the increasing globalization, new unfamiliar flavors gradually find their way into local Western cuisines. The mechanisms behind the successful integration of novel flavors into local cuisines are largely unknown. This study investigates the effects of frequency of soy sauce use, levels of food neophobia, and brand specificity on liking of a relatively unknown flavor in the Netherlands, soy sauce. A total of eighty-nine (26 men and 63 women; mean age 47.5 ± 17.7 years) high- and low-frequency users of soy sauce rated liking of five soy sauces separately presented with and without branding information. Liking of four soy sauces with the typical salty and savory flavor increased with increasing frequency of use, and with decreasing levels of food neophobia. Another soy sauce with additives resulting in a distinctive taste was liked irrespective of the frequency of use. Soy sauces, which were recognized correctly or incorrectly as the participants' own familiar brand, received 50% higher or lower liking ratings than other soy sauces, respectively. Furthermore, users of one of the brands preferred the taste of their own brand over that of other brands, whereas users of the other brands did not show such specificity, indicating clear differences in specificity of liking soy sauce among the various user groups. This study provides insights into consumer liking and preference of semi-familiar foods, revealing the contribution of consumer traits and brand familiarity that may influence the spread of unfamiliar foods.
随着全球化的不断推进，新的陌生味道逐渐融入到当地的西方菜肴中。将新的风味成功融入当地菜肴的机制在很大程度上尚不清楚。本研究调查了酱油使用频率、食物恐新程度和品牌特异性对荷兰相对不知名的酱油味道的喜好的影响。共有 89 名（26 名男性和 63 名女性；平均年龄 47.5 ± 17.7 岁）高频率和低频率使用酱油的人分别对五种单独呈现的酱油和没有品牌信息的酱油进行了喜好评分。四种具有典型咸鲜风味的酱油的喜好度随着使用频率的增加而增加，随着食物恐新程度的降低而增加。另一种添加了特殊味道的酱油，无论使用频率如何，都受到喜爱。如果酱油被正确或错误地识别为参与者自己熟悉的品牌，则其喜欢程度的评分分别比其他酱油高 50%或低 50%。此外，一个品牌的使用者更喜欢自己品牌的味道，而其他品牌的使用者则没有表现出这种特异性，这表明不同使用者群体对酱油的特异性喜好存在明显差异。本研究深入了解了消费者对半熟悉食品的喜好和偏好，揭示了消费者特征和品牌熟悉度的贡献，这些可能会影响陌生食品的传播。
