Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice
Since rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses towar...
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-12-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/9/12/1845 |
| _version_ | 1797545023480266752 |
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| author | Shady Afrin Jeesan Han-Seok Seo |
| author_facet | Shady Afrin Jeesan Han-Seok Seo |
| author_sort | Shady Afrin Jeesan |
| collection | DOAJ |
| description | Since rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses toward cooked rice samples could differ with their surface color cues. Milled rice was cooked with one of three food colorants: yellow, orange, and green, with milled (white) and un-milled (brown) rice cooked without colorants used as respective test and filler samples. Using a check-all-that-apply method, 98 rice consumers checked all aroma attributes they perceived by sniffing each of the four cooked-rice samples (white, yellow, orange, and green). They also rated the four samples with respect to attribute intensity, liking, emotional responses, and willingness to eat. The results showed that participants associated colored rice with specific ingredient-related aroma attributes (e.g., green color elicited sweet peas or spinach aromas). Color cues also affected ratings of attribute intensity, liking, willingness to eat, and emotional responses to cooked rice samples. In conclusion, this study provides empirical evidence that in the context of cooked rice consumption, color cues can elicit associated aromas and modulate consumer perception, acceptance, and evoked emotions to cooked rice. |
| first_indexed | 2024-03-10T14:08:54Z |
| format | Article |
| id | doaj.art-7fdf19be78fa4b7691eb968df5b6e5ae |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-10T14:08:54Z |
| publishDate | 2020-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-7fdf19be78fa4b7691eb968df5b6e5ae2023-11-21T00:21:49ZengMDPI AGFoods2304-81582020-12-01912184510.3390/foods9121845Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked RiceShady Afrin Jeesan0Han-Seok Seo1Department of Food Science, University of Arkansas, Fayetteville, AR 72704, USADepartment of Food Science, University of Arkansas, Fayetteville, AR 72704, USASince rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses toward cooked rice samples could differ with their surface color cues. Milled rice was cooked with one of three food colorants: yellow, orange, and green, with milled (white) and un-milled (brown) rice cooked without colorants used as respective test and filler samples. Using a check-all-that-apply method, 98 rice consumers checked all aroma attributes they perceived by sniffing each of the four cooked-rice samples (white, yellow, orange, and green). They also rated the four samples with respect to attribute intensity, liking, emotional responses, and willingness to eat. The results showed that participants associated colored rice with specific ingredient-related aroma attributes (e.g., green color elicited sweet peas or spinach aromas). Color cues also affected ratings of attribute intensity, liking, willingness to eat, and emotional responses to cooked rice samples. In conclusion, this study provides empirical evidence that in the context of cooked rice consumption, color cues can elicit associated aromas and modulate consumer perception, acceptance, and evoked emotions to cooked rice.https://www.mdpi.com/2304-8158/9/12/1845ricecolorodorcheck-all-that-applyemotionacceptance |
| spellingShingle | Shady Afrin Jeesan Han-Seok Seo Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice Foods rice color odor check-all-that-apply emotion acceptance |
| title | Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice |
| title_full | Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice |
| title_fullStr | Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice |
| title_full_unstemmed | Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice |
| title_short | Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice |
| title_sort | color induced aroma illusion color cues can modulate consumer perception acceptance and emotional responses toward cooked rice |
| topic | rice color odor check-all-that-apply emotion acceptance |
| url | https://www.mdpi.com/2304-8158/9/12/1845 |
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