Exploring the influence of multisensory experiences on consumer evaluation of cold tea

IF 3.2 2区 农林科学 Q2 FOOD SCIENCE & TECHNOLOGY International Journal of Gastronomy and Food Science Pub Date : 2024-09-01 DOI:10.1016/j.ijgfs.2024.101011
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Abstract

The objective of this article was to investigate the impact of different environments and levels of immersion on consumer evaluation of two different cold teas and consumers’ overall consumption experience. To achieve this, two factors were manipulated: 1) The type of environment − café and park versus neutral environment − and 2) the type of multisensory experience (a) without sensory immersion, b) visual immersion, and c) full immersion, including visual, auditory, and olfactory cues. We assessed spontaneous reactions to the environments and to the cold mint teas, liking of the cold teas, consumer satisfaction with the environment, and overall consumer experience across different conditions. A total of 182 participants divided across environments took part in the study. No significant differences in liking scores were observed between environments, with the type of mint tea being the main influencing factor. However, the different words elicited by each tea in the neutral and café environments suggested an influence of context on the perception of sensory attributes, evocations and cold mint tea discrimination. Additionally, significant effects of environment types and immersion levels on satisfaction and overall experience scores were found. These findings underlined the importance of considering multisensory and immersive aspects, as well as social interactions, when recreating consumption experiences. Eventually, our study discussed the standardization of physical contexts and raised questions about what contributes most to multisensory experiences in several recreated situations of consumption.

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探索多感官体验对消费者冷茶评价的影响
本文旨在研究不同环境和沉浸程度对消费者对两种不同冷茶的评价以及消费者整体消费体验的影响。为此,对两个因素进行了操纵:1)环境类型--咖啡馆和公园与中性环境;2)多感官体验类型(a)无感官沉浸;b)视觉沉浸;c)完全沉浸,包括视觉、听觉和嗅觉线索。我们评估了不同条件下消费者对环境和冷薄荷茶的自发反应、对冷茶的喜好、对环境的满意度以及整体消费体验。共有 182 名参与者参加了这项研究,他们在不同的环境中进行了体验。在不同环境下,消费者的喜好得分没有明显差异,薄荷茶的种类是主要影响因素。然而,在中性环境和咖啡馆环境中,每种茶所引起的不同词汇表明,环境对感官属性的感知、唤起和冷薄荷茶的辨别有影响。此外,还发现环境类型和沉浸程度对满意度和总体体验得分有明显影响。这些发现强调了在再现消费体验时考虑多感官、沉浸感以及社交互动的重要性。最后,我们的研究讨论了物理情境的标准化问题,并提出了在几种再现的消费情境中,什么最有助于多感官体验的问题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Gastronomy and Food Science
International Journal of Gastronomy and Food Science Social Sciences-Cultural Studies
CiteScore
5.30
自引率
10.50%
发文量
170
审稿时长
45 days
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.
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