Taste moral, taste good: The effects of Fairtrade logo and second language on product taste evaluation

Tang, Shi; Arciniegas, Catalina; Yu, Feng; Han, Jiarui; Chen, Shuquan; Shi, Jinfang

doi:10.1016/j.foodqual.2016.02.011

Cited by 16 publications

(22 citation statements)

References 17 publications

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“…Based on the literature, we deemed the sample size sufficient for a study comprising a food product trial and evaluation of sensory properties in a field setup. Comparable studies have employed similar sample sizes (e.g., D'Alessandro & Pecotich, ; Kähkönen et al, ; Lee et al, ; Poelman et al, ; Siegrist & Cousin, ; Tang et al, ; Wiedmann et al, ). Compared with a number of prior studies, our sample is based on consumers recruited in a field setting instead of student subjects.…”

Section: Discussionmentioning

confidence: 99%

“…In addition, the between‐groups design avoids possible demand effects, as well as fatigue (participants suffering boredom) leading to less thoroughly completed questionnaires skewing the results (Desarbo, Lehmann, & Hollman, ; Gravetter & Forzano, ). Similar between‐groups designs were adopted, for instance, by Kähkönen, Tuorila, and Rita () and Tang et al ().…”

Section: Methodsmentioning

confidence: 99%

“…In addition, the between-groups design avoids possible demand effects, as well as fatigue (participants suffering boredom) leading to less thoroughly completed questionnaires skewing the results (Desarbo, Lehmann, & Hollman, 2004;Gravetter & Forzano, 2009). Similar between-groups designs were adopted, for instance, by Kähk€ onen, Tuorila, and Rita (1996) and Tang et al (2016). seven taste descriptors (bitter, sour, sweet, fruity, flavor intensity, flavor quality, and pleasant taste), and two further sensory descriptors (good body, smooth texture).…”

Section: Participants Materials and Proceduresmentioning

confidence: 99%

“…As our study shows, the positive halo effect that organic labeling has on hedonic evaluation of the wine and purchase intention can be explained by an enhanced sensory experience, particularly taste. Lee et al, 2013;Poelman et al, 2008;Siegrist & Cousin, 2009;Tang et al, 2016;Wiedmann et al, 2014).…”

Section: Summary Of Findings and Implicationsmentioning

confidence: 99%

“…Natural ingredients claims can have a positive effect on sensory perception, too (Apaolaza, Hartmann, L opez, Barrutia, & Echebarria, 2014). And even Fairtrade labels can improve the overall taste evaluation of food products, as Tang et al's (2016) study revealed for Chinese green tea.…”

mentioning

confidence: 92%

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Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Apaolaza

Hartmann

Echebarria

et al. 2017

Journal of Sensory Studies

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This exploratory pilot study analyzes the influence of organic labeling on the sensory perception of wine, assessing not only overall hedonic rating but specific experiences of different sensory qualities, and addresses the question whether the organic halo effect on hedonic evaluation and purchase intention can be explained by variations in sensory ratings. A sample of 90 consumers took part in a one‐way (organic label vs. control), between‐groups experimental design comprising a wine tasting task and subsequent evaluation of the wine's sensory properties. All individual tasted the same organic wine. In addition to showing that organic labeling increases hedonic evaluation and purchase intention, results provide evidence that sensory perception changes significantly when a wine carries an organic label, compared with the same wine lacking the organic claim. When labeled organic, the same wine was perceived as having a finer, more intense, more fruity and floral aroma, a more intense, pleasurable and fruity flavor, as well as a smoother texture, and better body. Results further showed that the organic halo effect on hedonic evaluation and purchase intention was totally mediated by increases in sensory ratings and perceived healthiness, providing a process explanation for this effect. Additional evidence points to health concerned individuals being less prone to the organic halo effect. Practical applications The finding that consumers not only associate health benefits with organic wine, but that there are expectancy beliefs involved that in addition to increasing hedonic ratings induce a more intense experience of sensory properties, has significant implications for marketers of organic wine and consumer policy aimed at promoting consumption of organic produce. Our findings suggest appealing to these expectations with the use of communicational claims that highlight the sensory experience derived from consuming organic wines. Sensory qualities are particularly relevant for wine, a food product where sensory experiences strongly determine consumer preferences. As our study shows, the positive halo effect that organic labeling has on hedonic evaluation of the wine and purchase intention can be explained by an enhanced sensory experience, particularly taste.

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Section: Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Section: Participants Materials and Proceduresmentioning

confidence: 99%

Section: Summary Of Findings and Implicationsmentioning

confidence: 99%

mentioning

confidence: 92%

See 3 more Smart Citations

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Apaolaza

Hartmann

Echebarria

et al. 2017

Journal of Sensory Studies

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The influence of companies' moral associations on the product consumption experience: The role of moral disgust

Tal

Gvili

Amar

2022

Psychology and Marketing

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Can moral associations linked with food products harm hedonic consumption experience? Across four studies, we show that moral associations linked to food that clash with values (racism and animal welfare) held by today's ethical consumers can engender moral disgust, which in turn undermines both expected and actual taste experience. The studies contribute to the literature by showing that associations impact consumption experience even in the absence of concrete actions, and by revealing moral disgust as the mechanism underlying this phenomenon. Importantly, this effect was observed even when the moral associations involved racism or sustainability (e.g., animal welfare), which have no direct relationship to product quality. This reveals that mere moral associations, rather than quality associations, influence hedonic consumption experience, rather than quality associations. More broadly, the findings point to the ways in which extrinsic attributes affect product experience and evaluation, particularly in hedonic consumption. This may be particularly impactful for values clashing with those championed by ethical consumers. From a practical perspective, these studies provide a broader perspective on corporate social responsibility by showing that companies should exercise caution when exploiting the moral associations linked to their products.

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Different forms of taste can influence ethical evaluation

Ding

et al. 2022

Curr Psychol

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Taste moral, taste good: The effects of Fairtrade logo and second language on product taste evaluation

Cited by 16 publications

References 17 publications

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

Organic label's halo effect on sensory and hedonic experience of wine: A pilot study

The influence of companies' moral associations on the product consumption experience: The role of moral disgust

Different forms of taste can influence ethical evaluation

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