While prior literature has often conceptualized Eastern consumers as archetypes of resolute discipline and self___control, the authors of this manuscript demonstrate that holistic thinking (a well___established characteristic of Eastern culture) can pose a liability to consumers___ self___control efforts by increasing their desire for indulgent foods under certain conditions. Specifically, this research reveals that when an indulgent food is advertised with a cue that sets the occasion for consumption (i.e., an occasion___setting cue), holistic (vs. analytic) thinking increases craving and subsequent purchase likelihood for the featured product. Evidence for this effect is found across three studies using both self___reported and physiological measures of craving. Furthermore, the effect holds regardless of whether holistic thinking is measured or manipulated. Finally, this research provides evidence for the underlying mechanism and establishes important boundary conditions for the interactive effect.
Whey and soy proteins are valuable ingredients with multiple roles. Globally, production of both protein types in the form of dried concentrates and isolates continues to increase. The objectives of this study were to document the descriptive sensory properties of whey and soy proteins, and to compare the differences and similarities between sensory languages and panel performance at two locations: New Zealand and the U.S.A. Eighteen whey and soy proteins (11 whey protein concentrates/isolates and 7 soy protein concentrates/isolates) were selected from a larger sample set of 52 proteins. The proteins were rehydrated and evaluated in triplicate by trained panels at each site. Sensory languages developed by each location were highly similar, although usage of specific descriptors differed between the two locations. Key flavor characteristics among the protein types (whey versus soy) were described by different attributes (P < 0.05). Product differentiation by principal component biplots and RV coefficient were similar between the two locations. Flavor variability existed in both whey and soy proteins, and there were specific flavor characteristics associated with each protein type. These results provide fundamental information on key sensory attributes of these widely used dry ingredients, provide a platform to develop an international sensory language, and demonstrate that independently defined sensory languages can produce comparable results at different locations.
PRACTICAL APPLICATIONS
This study provides fundamental information on key sensory attributes of two widely used dry ingredients: whey and soy proteins, provides a platform to develop an international sensory language, and demonstrates that independently defined sensory languages can produce comparable results at different locations.
Soy and dairy are the two main sources of protein that are used in specialized products such as sports bars and beverages. Historically, New Zealanders have consumed mainly dairy products, whereas American consumers have been exposed to both soy and dairy. The purpose of this research was to collect consumer views and opinions from New Zealand (NZ) and U.S. consumers about the health benefits and product claims associated with soy and dairy products and to determine if there were any cross‐cultural differences. Consumers from the U.S.A. and NZ answered a usage and attitude questionnaire and completed a conjoint analysis survey on their general knowledge and perception of the health benefits of soy and dairy products and the differences between these products. Both groups of consumers associated specific health claims with each protein source. There were minimal differences between U.S. and NZ consumers in their knowledge and perception of soy and dairy products; however, NZ consumers had a greater preference for dairy, whereas U.S. consumers did not differentiate their choice of protein source as clearly.
PRACTICAL APPLICATIONS
The insights gained in this study give researchers and marketers information about how soy and dairy products are perceived by consumers. It provides information about the specific health claims that consumers attribute to soy and dairy and what preferences they have for these products. The similarities and differences that are shown between U.S. and New Zealand consumers are beneficial to know when formulating products to sell in today's global food industry.
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