{"title":"Determining the appropriate location for consuming Korean rice wine (makgeolli) in New Zealand","authors":"Barry Wong , Megan Phillips , Rothman Kam","doi":"10.1016/j.ijgfs.2024.100941","DOIUrl":null,"url":null,"abstract":"<div><p>This study examined the relationships in how different environments affect the subjects' attitudes, behavior, and perception while consuming Korean rice wine (<em>makgeolli</em>) in New Zealand. Two studies were conducted in the Auckland metropolitan area. Study 1 (n = 60) was carried out in a laboratory setting using the evoked context method to simulate a context scenario. The context scenario includes consuming a beverage at home with friends, at an Asian restaurant, and no context with n = 20 in each scenario. For Study 2 (n = 113), subjects evaluated the <em>makgeolli</em> sample in three natural environments. These natural environments include home (n = 48), a local Asian restaurant (n = 30), and the Food Science Laboratory (n = 35). Mood was evaluated before and after the experiment using the Bond-Lader scale, while emotions were evaluated using the Check-All-That-Apply method on specific terms. From both studies, context appropriateness indicated that the Asian restaurant was an appropriate location to consume <em>makgeolli.</em> For emotions, it was evident that there was a positive association between context appropriateness and positive emotional terms such as <em>energetic</em> and <em>excited</em> for Asian restaurant for both studies. In terms of flavor and taste perception, there were differences between the studies, this may suggest that subjects may be hypersensitive in laboratory settings while evaluating <em>makgeolli.</em> Overall liking was not affected by the different scenarios or environmental contexts. Therefore, context appropriateness may be an important factor in consumers’ decision-making when consuming food products.</p></div>","PeriodicalId":48594,"journal":{"name":"International Journal of Gastronomy and Food Science","volume":null,"pages":null},"PeriodicalIF":3.2000,"publicationDate":"2024-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S1878450X2400074X/pdfft?md5=b9a8c255000a3fe1e269408a9cb488cb&pid=1-s2.0-S1878450X2400074X-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Gastronomy and Food Science","FirstCategoryId":"97","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1878450X2400074X","RegionNum":2,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"FOOD SCIENCE & TECHNOLOGY","Score":null,"Total":0}
引用次数: 0
Abstract
This study examined the relationships in how different environments affect the subjects' attitudes, behavior, and perception while consuming Korean rice wine (makgeolli) in New Zealand. Two studies were conducted in the Auckland metropolitan area. Study 1 (n = 60) was carried out in a laboratory setting using the evoked context method to simulate a context scenario. The context scenario includes consuming a beverage at home with friends, at an Asian restaurant, and no context with n = 20 in each scenario. For Study 2 (n = 113), subjects evaluated the makgeolli sample in three natural environments. These natural environments include home (n = 48), a local Asian restaurant (n = 30), and the Food Science Laboratory (n = 35). Mood was evaluated before and after the experiment using the Bond-Lader scale, while emotions were evaluated using the Check-All-That-Apply method on specific terms. From both studies, context appropriateness indicated that the Asian restaurant was an appropriate location to consume makgeolli. For emotions, it was evident that there was a positive association between context appropriateness and positive emotional terms such as energetic and excited for Asian restaurant for both studies. In terms of flavor and taste perception, there were differences between the studies, this may suggest that subjects may be hypersensitive in laboratory settings while evaluating makgeolli. Overall liking was not affected by the different scenarios or environmental contexts. Therefore, context appropriateness may be an important factor in consumers’ decision-making when consuming food products.
期刊介绍:
International Journal of Gastronomy and Food Science is a peer-reviewed journal that explicitly focuses on the interface of food science and gastronomy. Articles focusing only on food science will not be considered. This journal equally encourages both scientists and chefs to publish original scientific papers, review articles and original culinary works. We seek articles with clear evidence of this interaction. From a scientific perspective, this publication aims to become the home for research from the whole community of food science and gastronomy.
IJGFS explores all aspects related to the growing field of the interaction of gastronomy and food science, in areas such as food chemistry, food technology and culinary techniques, food microbiology, genetics, sensory science, neuroscience, psychology, culinary concepts, culinary trends, and gastronomic experience (all the elements that contribute to the appreciation and enjoyment of the meal. Also relevant is research on science-based educational programs in gastronomy, anthropology, gastronomic history and food sociology. All these areas of knowledge are crucial to gastronomy, as they contribute to a better understanding of this broad term and its practical implications for science and society.