Does the Cultural Image of a Food Affect Consumers’ Impressions of a Food’s Taste and Aroma?

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Author(s)
Allen, Michael
Gupta, Richa
Griffith University Author(s)
Year published
2004
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The present study examined if consumers’ impression of the taste of a food is a subjective
process in which they imbue the food with cultural meaning and then evaluate the extent to
which that meaning is consistent with their self-concept. Seventy-five students tasted a
simulated meat product, but half were informed that it was (real) meat and the other half
simulated meat. Results showed that participants who endorsed one cultural meaning of meat
(i.e., social hierarchy) liked the taste and aroma of the food when they believed it was real
meat and rejected it when they believed it was simulated meat. Implications for ...
View more >The present study examined if consumers’ impression of the taste of a food is a subjective process in which they imbue the food with cultural meaning and then evaluate the extent to which that meaning is consistent with their self-concept. Seventy-five students tasted a simulated meat product, but half were informed that it was (real) meat and the other half simulated meat. Results showed that participants who endorsed one cultural meaning of meat (i.e., social hierarchy) liked the taste and aroma of the food when they believed it was real meat and rejected it when they believed it was simulated meat. Implications for health promotions and theories of food choice are discussed.
View less >
View more >The present study examined if consumers’ impression of the taste of a food is a subjective process in which they imbue the food with cultural meaning and then evaluate the extent to which that meaning is consistent with their self-concept. Seventy-five students tasted a simulated meat product, but half were informed that it was (real) meat and the other half simulated meat. Results showed that participants who endorsed one cultural meaning of meat (i.e., social hierarchy) liked the taste and aroma of the food when they believed it was real meat and rejected it when they believed it was simulated meat. Implications for health promotions and theories of food choice are discussed.
View less >
Conference Title
Marketing Accountabilities and Responsibilities -Conference Proceedings- ANZMAC 2004
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© The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).