Tuorila H, Cardello A V, Lesher L L
US Army Natick Research, Development and Engineering Center, USA.
Appetite. 1994 Dec;23(3):247-63. doi: 10.1006/appe.1994.1057.
Hedonic and sensory expectations related to fat-free and regular-fat pound cake, crackers and American cheese were studied with 97 subjects divided into three subgroups, each testing one type of product. Four study phases were separated by 1-month intervals: (1) a questionnaire on demographics, dietary practices and consumption of the test products, (2) intensity ratings of sensory attributes and ratings of liking of unlabeled fat-free and regular-fat samples, (3) ratings of expected attribute intensities and liking in response to product labels of "fat-free" and "regular", and subsequent ratings of these samples and (4) phase 3 repeated with opposite (incorrect) labels. Fat-free products were expected to be less liked than their regular counterparts; however, only cheese was less liked in actual taste tests. Expected liking was best predicted by familiarity with the product and, in the case of fat-free products, by the extent to which a person substituted low-fat for high-fat foods. Actual liking was best predicted by the effect of labeling and by expectations. The expected intensities of sensory attributes were uniformly higher in regular than in fat-free products. Both sensory and hedonic ratings of labeled samples changed in the direction of expectations, as compared to baseline values, supporting an assimilation model of the effect of disconfirmed expectations on sensory perception and consumer acceptance.
对97名受试者进行了研究，探讨了与无脂和常规脂肪磅蛋糕、饼干及美式奶酪相关的享乐期望和感官期望。受试者被分为三个亚组，每组测试一种产品。四个研究阶段间隔1个月：（1）关于人口统计学、饮食习惯和测试产品消费情况的问卷调查；（2）对无标签的无脂和常规脂肪样品的感官属性强度评分及喜好程度评分；（3）对“无脂”和“常规”产品标签下预期属性强度和喜好程度的评分，以及随后对这些样品的评分；（4）用相反（错误）标签重复阶段3。预计无脂产品的受欢迎程度低于其常规同类产品；然而，在实际口味测试中，只有奶酪的受欢迎程度较低。对产品的熟悉程度以及（对于无脂产品而言）个人用低脂食品替代高脂食品的程度，最能预测预期的喜好程度。标签的影响和预期最能预测实际的喜好程度。常规产品的感官属性预期强度普遍高于无脂产品。与基线值相比，贴有标签样品的感官评分和享乐评分均朝着预期方向变化，这支持了关于未证实期望对感官感知和消费者接受度影响的同化模型。
