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.
The influence of training and expertise on the multisensory perception of beer : a review
- Van Doorn, George, Watson, Shaun, Timora, Justin, Spence, Charles
- Authors: Van Doorn, George , Watson, Shaun , Timora, Justin , Spence, Charles
- Date: 2020
- Type: Text , Journal article , Review
- Relation: Food Quality and Preference Vol. 79, no. (Jan 2020), p. 8
- Full Text:
- Reviewed:
- Description: This review critically evaluates the literature documenting the impact of training on people's percept ion of beer. In certain circumstances, training has been shown to improve people's ability to match and identify beers, and to discriminate between beers and between the distinctive attributes of beer. However, a reasonably consistent finding is that the benefits of beer training do not seem to generalise to novel beers (i.e., those not experienced during training). As such, training would appear to improve the capacity to label perception and/or people's recognition memory for beers, rather than necessarily influencing perception itself. Given how much beer is consumed annually, it is surprising that there has not been more published research into the role that training plays in this particular beverage category. Part of the reason for this may relate to (a) the limited role of experts in this field (e.g., primarily restricted to product testing and quality control; as compared to their much more prominent role in the world of wine), (b) the fact that training is an expensive and time-consuming process, and (c) it is wrongly assumed that the effects of training are similar across different beverage categories (e.g., beer and wine). We suggest that further efforts are therefore required before it will be possible to confidently conclude that training lowers the perceptual thresholds, and enhances the perceptual discrimination abilities, of beer experts above those of novices.
- Authors: Van Doorn, George , Watson, Shaun , Timora, Justin , Spence, Charles
- Date: 2020
- Type: Text , Journal article , Review
- Relation: Food Quality and Preference Vol. 79, no. (Jan 2020), p. 8
- Full Text:
- Reviewed:
- Description: This review critically evaluates the literature documenting the impact of training on people's percept ion of beer. In certain circumstances, training has been shown to improve people's ability to match and identify beers, and to discriminate between beers and between the distinctive attributes of beer. However, a reasonably consistent finding is that the benefits of beer training do not seem to generalise to novel beers (i.e., those not experienced during training). As such, training would appear to improve the capacity to label perception and/or people's recognition memory for beers, rather than necessarily influencing perception itself. Given how much beer is consumed annually, it is surprising that there has not been more published research into the role that training plays in this particular beverage category. Part of the reason for this may relate to (a) the limited role of experts in this field (e.g., primarily restricted to product testing and quality control; as compared to their much more prominent role in the world of wine), (b) the fact that training is an expensive and time-consuming process, and (c) it is wrongly assumed that the effects of training are similar across different beverage categories (e.g., beer and wine). We suggest that further efforts are therefore required before it will be possible to confidently conclude that training lowers the perceptual thresholds, and enhances the perceptual discrimination abilities, of beer experts above those of novices.
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