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

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    25686_1.pdf (216.4Kb)
    Author(s)
    Allen, Michael
    Gupta, Richa
    Griffith University Author(s)
    Allen, Michael W.
    Year published
    2004
    Metadata
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    Abstract
    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 ...
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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 health promotions and theories of food choice are discussed.
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    Conference Title
    Marketing Accountabilities and Responsibilities -Conference Proceedings- ANZMAC 2004
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © 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).
    Publication URI
    http://hdl.handle.net/10072/2389
    Collection
    • Conference outputs

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