A preliminary investigation of the effect of ethical labeling and moral self-image on the expected and perceived flavor and aroma of beer
- Doorn, George, Ferguson, Rose, Watson, Shaun, Timora, Justin, Berends, Dylan, Moore, Chris
- Authors: Doorn, George , Ferguson, Rose , Watson, Shaun , Timora, Justin , Berends, Dylan , Moore, Chris
- Date: 2021
- Type: Text , Journal article
- Relation: Beverages Vol. 7, no. 2 (2021), p.
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- Description: 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.
- Authors: Doorn, George , Ferguson, Rose , Watson, Shaun , Timora, Justin , Berends, Dylan , Moore, Chris
- Date: 2021
- Type: Text , Journal article
- Relation: Beverages Vol. 7, no. 2 (2021), p.
- Full Text:
- Reviewed:
- Description: 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.
Happy hour? A preliminary study of the effect of induced joviality and sadness on beer perception
- Desira, Beth, Watson, Shaun, Van Doorn, George, Timora, Justin, Spence, Charles
- Authors: Desira, Beth , Watson, Shaun , Van Doorn, George , Timora, Justin , Spence, Charles
- Date: 2020
- Type: Text , Journal article
- Relation: Beverages Vol. 6, no. 2 (2020), p. 1-14
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- Description: Our emotions influence our perception. In order to determine whether emotion influences the perception of beer, 32 participants watched either a scene from the movie Wall-E to induce joviality, or a short clip from the Shawshank Redemption to induce sadness. The participants were then required to sample up to 250 mL of Yenda Pale Ale beer and rate it on a variety of taste and flavor characteristics (e.g., bitterness), before completing the Positive and Negative Affect Schedule-X (PANAS-X). The data were analyzed using Bayesian t-tests and Null Hypothesis Significance Tests (NHSTs). After applying conservative corrections for multiple comparisons, NHSTs failed to reach statistical significance. However, the effect sizes suggested that inducing joviality, relative to inducing sadness, resulted in the beer being rated as (a) tasting more pleasant, (b) tasting sweeter, and (c) being of higher quality. Following the induction of joviality, participants were also willing to pay more for the beer. The Bayesian analyses indicated that induced emotion can influence flavor perception for complex taste stimuli. The effect sizes and Bayesian analyses are interpreted in terms of Feelings-as-Information theory. These preliminary findings can tentatively be applied to real-world environments such as venues that serve and/or market alcohol. © 2020 by the authors. Licensee MDPI, Basel, Switzerland.
- Description: Funding: This research was funded by the Arts and Humanities Research Council (AHRC), grant number AH/L007053/1 awarded to C.S.
- Authors: Desira, Beth , Watson, Shaun , Van Doorn, George , Timora, Justin , Spence, Charles
- Date: 2020
- Type: Text , Journal article
- Relation: Beverages Vol. 6, no. 2 (2020), p. 1-14
- Full Text:
- Reviewed:
- Description: Our emotions influence our perception. In order to determine whether emotion influences the perception of beer, 32 participants watched either a scene from the movie Wall-E to induce joviality, or a short clip from the Shawshank Redemption to induce sadness. The participants were then required to sample up to 250 mL of Yenda Pale Ale beer and rate it on a variety of taste and flavor characteristics (e.g., bitterness), before completing the Positive and Negative Affect Schedule-X (PANAS-X). The data were analyzed using Bayesian t-tests and Null Hypothesis Significance Tests (NHSTs). After applying conservative corrections for multiple comparisons, NHSTs failed to reach statistical significance. However, the effect sizes suggested that inducing joviality, relative to inducing sadness, resulted in the beer being rated as (a) tasting more pleasant, (b) tasting sweeter, and (c) being of higher quality. Following the induction of joviality, participants were also willing to pay more for the beer. The Bayesian analyses indicated that induced emotion can influence flavor perception for complex taste stimuli. The effect sizes and Bayesian analyses are interpreted in terms of Feelings-as-Information theory. These preliminary findings can tentatively be applied to real-world environments such as venues that serve and/or market alcohol. © 2020 by the authors. Licensee MDPI, Basel, Switzerland.
- Description: Funding: This research was funded by the Arts and Humanities Research Council (AHRC), grant number AH/L007053/1 awarded to C.S.
The visual appearance of beer : A review concerning visually-determined expectations and their consequences for perception
- Van Doorn, George, Timora, Justin, Watson, Shaun, Moore, Chris, Spence, Charles
- Authors: Van Doorn, George , Timora, Justin , Watson, Shaun , Moore, Chris , Spence, Charles
- Date: 2019
- Type: Text , Journal article , Review
- Relation: Food Research International Vol. 126, no. (2019), p.
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- Description: This review critically evaluates the literature concerning the impact of visual appearance cues (including colour, foam, and cloudiness) on people's perception in the beer category. The authors assess both the sensory expectations that are elicited by the visual appearance of beer, and the extent to which those expectations carry-over to influence the actual tasting experience. Beer is a particularly intriguing category to study since the differing production rules in different countries mean that there is not always the same scope to modify the colour in order to meet perceived consumer demands. What is more, there is currently disagreement in the literature concerning the impact of beer colour and foam on people's expectations of beer prior to tasting, and their multisensory flavour perception on tasting. Given how much beer is consumed annually, it is surprising that more research has not been published that assesses the undoubtedly important role of visual appearance in this beverage category. Part of the reason for this may simply be that it is difficult to create consistent experimental stimuli given the rapid transition of the head of the beer post-serving. © 2019 Elsevier Ltd
- Authors: Van Doorn, George , Timora, Justin , Watson, Shaun , Moore, Chris , Spence, Charles
- Date: 2019
- Type: Text , Journal article , Review
- Relation: Food Research International Vol. 126, no. (2019), p.
- Full Text:
- Reviewed:
- Description: This review critically evaluates the literature concerning the impact of visual appearance cues (including colour, foam, and cloudiness) on people's perception in the beer category. The authors assess both the sensory expectations that are elicited by the visual appearance of beer, and the extent to which those expectations carry-over to influence the actual tasting experience. Beer is a particularly intriguing category to study since the differing production rules in different countries mean that there is not always the same scope to modify the colour in order to meet perceived consumer demands. What is more, there is currently disagreement in the literature concerning the impact of beer colour and foam on people's expectations of beer prior to tasting, and their multisensory flavour perception on tasting. Given how much beer is consumed annually, it is surprising that more research has not been published that assesses the undoubtedly important role of visual appearance in this beverage category. Part of the reason for this may simply be that it is difficult to create consistent experimental stimuli given the rapid transition of the head of the beer post-serving. © 2019 Elsevier Ltd
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