Biasing of consumer sensory perception and purchase preference through nutrition labeling

Yizhe Xu, Purdue University

Abstract

This sensory study evaluated the impact of nutrition labeling on the sensory ratings and intention to purchase a commercial cinnamon coffee cake. The study was conducted in a Sam's Club store and in an atrium of Marriott Hall at Purdue University with 205 participants in the spring of 2012. The cakes were presented under three conditions: no information (control group), information with the "regular fat" product tasted first (original order group) and information with the "low fat" product tasted first (reverse order group). The results indicated there was a generally high acceptance of low fat products and the sensory perception of cakes was robust with regards to the nutrition information except for the children under 10 years of age. Labeling a product low fat will positively impact consumers' stated willingness to purchase the product. This was observed both for males and females, although females tended to be more attentive than males to the nutrition information. In addition, age and gender statistically interacted with each other in influencing consumers' decision making process and this was largely driven by the females' responses. Consumers 18 to 60 years of age showed a positive attitude to using nutrition information while consumers 10 to 17 years of age and consumers above 60 years of age were indifferent to the nutrition information. The decision of children under 10 years of age were influenced by unexpected factors, such as parents' suggestions. Even so, they were more likely to choose the cake labeled regular fat. The findings add complementary value to previous researches in this area and provide theoretical and empirical value to the consumers, restaurateurs, marketers and policy makers.

Degree

M.S.

Advisors

Almanza, Purdue University.

Subject Area

Food Science|Nutrition

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