- Title
- A preliminary investigation of the effect of ethical labeling and moral self-image on the expected and perceived flavor and aroma of beer
- Creator
- Doorn, George; Ferguson, Rose; Watson, Shaun; Timora, Justin; Berends, Dylan; Moore, Chris
- Date
- 2021
- Type
- Text; Journal article
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/178557
- Identifier
- vital:15426
- Identifier
-
https://doi.org/10.3390/beverages7020042
- Identifier
- ISBN:2306-5710 (ISSN)
- Abstract
- Ethical labelling has been shown to influence taste/flavour perception. Across two experiments, the present study examined how ethical labelling and moral self-image influenced both the expected (Experiment One) and perceived (Experiment Two) taste/flavour characteristics of beer. In Experiment One, 170 participants read either a ‘moral’ or ‘control’ label describing a brewery, after which they were presented with an image of a beer. Participants then completed a Beer Taste Perception Questionnaire and the Moral Self-Image Scale. In Experiment Two, 59 participants were exposed to either the moral or control label before tasting a beer and completing the same questionnaires from Experiment One. The results of Experiment One indicated that label type moderated the relationship between moral self-image and the intensity ratings of the beer. Specifically, in the presence of a control label, the expected intensity of the beer’s flavour increased as moral self-image increased. Experiment Two found no evidence that the moral label influenced the perceived taste of the beer. However, the results showed that as moral self-image became more positive the perceived refreshingness of the beer increased. This study provides novel evidence of the potential relationship between an individual’s moral self-image and the expected and perceived taste/flavour characteristics of beer. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
- Publisher
- MDPI AG
- Relation
- Beverages Vol. 7, no. 2 (2021), p.
- Rights
- All metadata describing materials held in, or linked to, the repository is freely available under a CC0 licence
- Rights
- https://creativecommons.org/licenses/by/4.0/
- Rights
- Copyright: © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
- Rights
- Open Access
- Subject
- 0706 Horticultural Production; 0908 Food Sciences; Beer; Expectations; Flavour; Morality; Perception; Taste
- Full Text
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