Influences of a natural colourant on colour and salty taste perception, liking, emotion and purchase intent: a case of mayonnaise‐based dipping sauces

Abstract

Summary Effects of colourant and a ‘natural source’ statement on sensory liking, emotion, saltiness expectation and purchase intent (PI) of three dipping sauces containing shrimp head colourant [no‐colourant (NC); moderate‐colourant (MC, 1.2% colourant); high‐colourant (HC, 3.6% colourant)] were evaluated. Consumers disliked colour of HC compared to MC (4.65 vs. 6.24). Despite the same NaCl level, saltiness liking decreased with increasing colourant [6.38 (NC), 5.43 (MC), 3.97 (HC)]. Correspondence analysis biplot revealed that sauces with or without natural colourant were associated more with positive emotions. Positive emotion (good, interested, satisfied) scores decreased while negative emotion worried increased with increasing colourant concentration. The ‘natural source’ statement decreased guilty and unsafe scores but minimally affected PI of NC and MC. Saltiness expectation was not different between NC (off‐white colour) vs. MC (lighter orange) and between NC vs. HC (darker orange); however, consumers expected HC to be saltier than MC.

Effects of colorant concentration and ‘natural colour’ or ‘sodium content’ claim on saltiness perception, consumer liking and emotion, and purchase intent of dipping sauces

“…Both snacks and dipping sauces contain relatively high amounts of sodium. In our previous study, we observed positive relationships between visual colour cues and salty taste expectation (Sukkwai et al, 2017). However, the effects of the salt type (NaCl or KCl) and 'sodium content' claim have yet to be evaluated.…”

“…The percentage of salt (NaCl) added to the dipping sauce was to obtain comparable sodium content of the commercial dipping sauces (typically 200-280 mg Na per serving; Sukkwai et al, 2017). A total of nine samples were prepared with three colorant concentrations (NC = no colorant added, MC = moderate colorant added at 1.2% and HC = high colorant added at 3.6% w/w) and three salt type/content (regular salt, RS = 0.4% NaCl added; reduced sodium, ReS = 0.4% KCl added; and NS = no salt added).…”

“…Dipping sauces are widely consumed in the United States and typically contain 200-280 mg Na per serving (Sukkwai et al, 2017). Hence, a mayonnaise-based dipping sauce often consumed with snacks was selected as a food model for this study.…”

Effects of Visual Cues on Consumer Expectation, Emotion and Wellness Responses, and Purchase Intent of Red Chili Powders

“…Although hedonic scores are one of the criteria to guide food product development for many years, sensory liking is no longer an efficient sole parameter to predict food choice in real life environments, whereas emotion responses have successfully differentiated equally liked products (Jiang, King, & Prinyawiwatkul, ). Recent studies have observed the relationship between sensory characteristics and emotion of food products such as coffee (Bhumiratana, Adhikari, & Chambers, ), mayonnaise‐based dipping sauces (Sukkwai et al., ; Sukkwai, Chonpracha, Kijroongrojana, & Prinyawiwatkul, ), gluten‐free muffin (Wardy et al., ), and peanut products (Pujols, Ardoin, Chaiya, Tuuri, & Prinyawiwatkul, ; Sukkhown, Pirak, Chonpracha, Ardoin, & Prinyawiwatkul, ). They found that differences in visual cues of the products affected consumer perception, liking, emotions, and PI.…”

Comparing Friedman versus Mack–Skillings data analyses on duplicated rank data: a case of visual color intensity

“…Color influences consumer perceptions of flavor, liking, emotions, and overall perception and purchase intent . Chambers and Wolf suggested that ranking tests on visual evaluations might be less prone to fatigue than taste and aroma tests, possibly favoring a joint ranking (1SS) session.…”