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The Overlooked Role of Attention in Sensory Marketing: Bridging Sensation, Perception, and Consumer Behavior 感官营销中被忽视的注意作用:连接感觉、知觉和消费者行为
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-07-06 DOI: 10.1111/joss.70058
Yamen Koubaa, Jide-Festus Awokoya

In exploring how sensation, perception, and attention are conceptualized and assessed, as well as how their impacts on judgment and behavior have been measured in sensory marketing research, we examine the significance of attention and perception, contrasting them with the traditional approach that focuses solely on activating sensations to influence consumer behavior. This highlights a gap in the existing literature, as most studies overlook the interaction among sensation, perception, and attention and how these factors collaboratively affect consumer behavioral outcomes, particularly in a complex multisensory environment. To address this gap, we investigate the impact of attention on the effectiveness of sensory marketing. We begin by discussing the distinct roles of attention and perception, independent of sensation. In the final sections, we provide conceptual recommendations on how researchers can consider the specificities and impacts of attention, present actionable strategies that enhance sensory marketing research, and suggest pathways for future studies in this field.

在探索感觉、知觉和注意力是如何被概念化和评估的,以及它们对判断和行为的影响是如何在感官营销研究中被测量的过程中,我们研究了注意和知觉的重要性,并将它们与传统方法进行了对比,传统方法只关注激活感觉来影响消费者行为。这突出了现有文献中的一个空白,因为大多数研究忽略了感觉、知觉和注意力之间的相互作用,以及这些因素如何协同影响消费者的行为结果,特别是在复杂的多感官环境中。为了解决这一差距,我们调查了注意力对感官营销有效性的影响。我们首先讨论独立于感觉的注意和知觉的不同角色。在最后的章节中,我们就研究人员如何考虑注意力的特殊性和影响提供了概念性建议,提出了加强感官营销研究的可操作策略,并为该领域的未来研究提出了途径。
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引用次数: 0
Viscosity of Doenjang Soup: Exploring How It Shapes Consumer Perception of Kokumi and Mouthfeel 大姜汤的黏度:探讨它如何塑造消费者对高味和口感的认知
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-07-04 DOI: 10.1111/joss.70056
Seo-yeong Chon, Mina K. Kim

This study investigated how varying viscosity levels in doenjang soup affect consumer perception, focusing on mouthfeel and kokumi, a sensory attribute associated with flavor continuity and richness. Four samples were prepared with increasing concentrations of starch (0%, 0.5%, 1.0%, and 1.5%), and evaluated by 113 Korean consumers using hedonic scales, Just-About-Right (JAR) scaling, Check-All-That-Apply (CATA), and open-ended responses. Results indicated that the 0.5% starch sample received the highest overall liking and mouthfeel liking scores. In contrast, the 1.5% sample was rated significantly lower due to heavy and coating mouthfeel (p < 0.05). PLSR analysis revealed that attributes such as clean and light mouthfeel, tofu aroma, and well-aged appearance were positively associated with consumer acceptance. In contrast, high viscose appearance and dense mouthfeel negatively influenced liking. Although kokumi-related terms (e.g., tofu aroma, umami taste) were more frequently selected in high-viscosity samples, kokumi liking did not significantly differ across conditions. These findings suggest that moderate viscosity enhances mouthfeel and improves overall consumer acceptance without compromising the flavor profile. This study provides new insights into the optimization of sensory characteristics in traditional fermented foods through viscosity control.

本研究调查了大酱汤的不同粘度水平如何影响消费者的感知,重点是口感和kokumi,一种与风味连续性和丰富性相关的感官属性。四种样品的淀粉浓度分别为0%、0.5%、1.0%和1.5%,并由113名韩国消费者使用享乐量表、Just-About-Right (JAR)量表、check - all - thatapply (CATA)量表和开放式回答进行评估。结果表明,淀粉含量为0.5%的样品总体喜欢度和口感喜欢度得分最高。相比之下,1.5%样品的评分明显较低,因为口感较重和涂层(p < 0.05)。PLSR分析显示,干净轻盈的口感、豆腐香气和成熟的外观等属性与消费者的接受度呈正相关。相反,高粘胶的外观和致密的口感会对喜欢程度产生负面影响。虽然在高粘度样品中,与香味相关的术语(如豆腐香气、鲜味)被更频繁地选择,但香味喜好在不同条件下并没有显著差异。这些发现表明,适度的粘度增强了口感,提高了整体消费者的接受度,而不影响风味特征。本研究为通过粘度控制来优化传统发酵食品的感官特性提供了新的思路。
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引用次数: 0
Consumer Perception of Plant-Based Chocolate Bars Using Static and Dynamic Sensory Methodologies 使用静态和动态感官方法的消费者对植物性巧克力棒的感知
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-07-02 DOI: 10.1111/joss.70059
Matthew Code, Emily Dolan, Deborah Nash, Mackenzie Gorman, Matthew B. McSweeney

The plant-based chocolate market has been growing in recent years due to consumer preference for environmentally friendly plant-based foods, as well as those who are avoiding milk ingredients due to lactose intolerance. The study aimed to evaluate the sensory properties of plant-based chocolate in comparison to conventional milk chocolate using two different studies (1) Hedonic scales and check-all-that-apply [CATA] and (2) temporal-check-all-that-apply [TCATA]. All assessors (n = 94 for the first study and n = 81 for the second study) were interested in plant-based alternatives, and they were asked about their beliefs about plant-based chocolate before and after consumption during the TCATA study. The plant-based chocolates were found to have different sensory properties than the milk chocolate (in both the CATA and TCATA task) and were associated with more bitterness and powderiness than the conventional chocolate, as well as being less sweet and leading to mouthcoating. The plant-based chocolates were also associated with off-flavors. The milk chocolate sample was associated with sweet, milky, melts in mouth, and cocoa, which increased liking. The assessors' beliefs about plant-based chocolate were influenced by their consumption as their selection of tasty and familiar increased after consuming the plant-based chocolates while the selection of healthy, sustainable, expensive, and natural significantly decreased. This study identified how consumers perceive the sensory properties of plant-based chocolates, as well as identifying how their beliefs about plant-based chocolates can be impacted after consuming the food.

近年来,由于消费者偏爱环保的植物性食品,以及由于乳糖不耐症而避免使用牛奶成分,植物性巧克力市场一直在增长。本研究旨在通过两项不同的研究来评估植物巧克力与传统牛奶巧克力的感官特性(1)Hedonic scales and check-all-that-apply [CATA]和(2)temporal check-all-that-apply [TCATA])。所有评估者(第一项研究n = 94,第二项研究n = 81)都对植物性替代品感兴趣,在TCATA研究期间,他们被问及在食用植物性巧克力之前和之后对植物性巧克力的看法。研究发现,植物巧克力的感官特性与牛奶巧克力不同(在CATA和TCATA任务中都是如此),而且与传统巧克力相比,植物巧克力的苦味和粉状程度更高,甜味也更少,会导致口腔涂层。植物巧克力也与异味有关。牛奶巧克力样品与甜味、乳白色、入口即化和可可有关,这增加了人们的喜爱。食用植物巧克力后,评价者对美味和熟悉的选择增加,对健康、可持续、昂贵和天然的选择显著减少,对植物巧克力的评价受到消费的影响。这项研究确定了消费者是如何感知植物巧克力的感官特性的,同时也确定了他们对植物巧克力的看法在食用后是如何受到影响的。
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引用次数: 0
Order of Scent: Does the Sequence of Sampling Products Influence Consumer Preference? 气味的顺序:取样产品的顺序是否影响消费者偏好?
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-07-02 DOI: 10.1111/joss.70057
Huei-Ting Tsai, Chung-Lin Tsai, Kun-Fang Wu

Marketing theory and practice are increasingly interested in the role of olfactory sense; however, critical questions remain about its role in influencing purchase preference. This research investigated how and why the order of olfaction sensory sampling of products influenced consumer preference. Specifically, this research explored the moderating role of cognitive cues and familiarity principle on order effect. Through three experimental studies, we found that: (1) When consumers sampled three or up to five scents sequentially, they preferred the first sampled scent. (2) When consumers were informed that a certain scent was the last sample of a sequence of products, consumer preference for the last sampled scent was enhanced. (3) when consumers sampled familiar and unfamiliar scents sequentially, they preferred the familiar scent.

市场营销理论和实践对嗅觉的作用越来越感兴趣;然而,它在影响购买偏好中的作用仍然存在关键问题。本研究探讨产品嗅觉感官取样顺序如何及为何影响消费者偏好。具体而言,本研究探讨了认知线索和熟悉原则对顺序效应的调节作用。通过三个实验研究,我们发现:(1)当消费者连续取样三种或多达五种气味时,他们更喜欢第一次取样的气味。(2)当消费者被告知某种气味是一系列产品的最后一种样品时,消费者对最后一种样品的偏好增强。(3)当消费者依次品尝熟悉和不熟悉的气味时,他们更倾向于熟悉的气味。
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引用次数: 0
Understanding Consumer Acceptance and the Association Between Sensory Properties and Volatile Compounds of Different Chicken Proteins in Dry Adult Dog Foods 了解消费者对成年干狗粮中不同鸡蛋白感官特性和挥发性化合物的接受程度
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-06-19 DOI: 10.1111/joss.70054
Chelsie J. Shields, Nicholas L. Rozzi, Charles G. Aldrich, Martin J. Talavera

With the demand of dog food production continuously rising, the use of sustainable chicken ingredients must be considered. However, given the current trends, pet owners' preferences for fresh chicken over chicken by-products is putting a strain on the global demand for overall chicken protein sources. The objectives of this study were to develop a sensory profile, assess consumer acceptance, and separate and tentatively identify volatile compounds from five different dry canine foods. Descriptive sensory analysis, consumer acceptance, and qualitative analysis utilizing gas chromatography–mass spectrometry (GC–MS) coupled with the headspace solid-phase microextraction (SPME) method was performed on five dry canine foods containing different chicken protein sources. Five highly trained descriptive panelists identified 12 aroma and six appearance attributes for each canine food. For consumer acceptance testing, dog owners were recruited to evaluate the five canine foods for aroma, appearance, and overall liking. Consumers preferred the chicken by-product meal dry canine food and scored it the highest in overall liking, as well as aroma and appearance. Separation and tentative identification of 13 volatile compounds were determined from the highest probability (≥ 75%) and intensity scoring of each compound found in each sample. The majority of volatile compounds consisted of carboxylic acids and aldehydes. Hexanal, heptanoic acid, 2-heptanone, and octanoic acid seemed to be related to oxidized oil aromatics while acetic acid, propanoic acid, and butanoic acid correlated closest to the liver attribute. This study showed that dry canine foods containing different chicken protein sources had similar aroma, appearance, and volatile profiles.

随着狗粮生产需求的不断上升,必须考虑使用可持续的鸡肉原料。然而,鉴于目前的趋势,宠物主人对新鲜鸡肉的偏好超过了鸡肉副产品,这给全球对鸡肉蛋白质来源的总体需求带来了压力。本研究的目的是发展感官概况,评估消费者的接受程度,并从五种不同的犬类干粮中分离和初步鉴定挥发性化合物。采用气相色谱-质谱联用顶空固相微萃取(SPME)法对5种含有不同鸡肉蛋白源的犬类干粮进行描述性感官分析、消费者接受度和定性分析。五位训练有素的描述小组成员为每种狗粮确定了12种香气和6种外观属性。在消费者接受度测试中,研究人员招募了狗主人来评估这五种狗粮的气味、外观和总体喜好。消费者更喜欢鸡肉副产品干狗粮,在总体喜欢度、香气和外观方面得分最高。根据每个样品中每种化合物的最高概率(≥75%)和强度评分确定13种挥发性化合物的分离和初步鉴定。大部分挥发性化合物由羧酸和醛类组成。己醛、庚酸、2-庚酮和辛酸似乎与氧化油芳烃有关,而乙酸、丙酸和丁酸与肝脏属性关系最密切。该研究表明,含有不同鸡肉蛋白质来源的犬类干粮具有相似的香气、外观和挥发性特征。
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引用次数: 0
Can Untrained Consumers Capture Subtle Sensory Differences? A Comparison of CATA, Napping, and Descriptive Analysis for Traditional Korean Doenjang 未经训练的消费者能捕捉到细微的感官差异吗?韩国传统大酱的CATA、nap与描述性分析之比较
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-06-17 DOI: 10.1111/joss.70055
Woo-suk Bang, In-Seo Hwang, Mina K. Kim

This study examined whether two rapid sensory profiling methods—Check-all-that-apply (CATA) and Napping—could serve as practical alternatives to conventional descriptive analysis (DA) for traditional Korean doenjang. DA was performed by trained panelists (n = 6), while CATA (n = 96) and Napping (n = 29) involved untrained consumers. Both approaches captured major sensory attributes and successfully differentiated among samples, with multivariate patterns showing strong similarity to those from DA (Rv > 0.7). Terms like meju, tofu, soil aroma, and saltiness were commonly reported across all methods. However, Napping was less consistent in capturing subtle aroma nuances, likely due to its unstructured nature. Although CATA and Napping are less detailed than DA, they offer practical value, particularly when speed and accessibility are essential. With minor adjustments, such as reference descriptors or hybrid procedures, their effectiveness could be further improved—making them promising tools for profiling complex fermented foods like doenjang.

本研究考察了两种快速感官分析方法-检查所有适用(CATA)和napping -是否可以作为传统韩国大酱的常规描述性分析(DA)的实用替代方法。DA由训练有素的小组成员(n = 6)执行,而CATA (n = 96)和Napping (n = 29)涉及未经训练的消费者。这两种方法都捕获了主要的感官属性,并成功地在样本之间进行了区分,其多变量模式与DA的模式具有很强的相似性(Rv > 0.7)。meju、豆腐、土壤香气和咸味等术语在所有方法中都被普遍报道。然而,小睡在捕捉微妙的香气上不太一致,可能是由于它的非结构化性质。尽管CATA和nap没有DA那么详细,但它们具有实用价值,特别是在速度和可访问性至关重要的情况下。稍加调整,如参考描述符或混合程序,它们的有效性可以进一步提高,使它们成为分析像大酱这样复杂发酵食品的有希望的工具。
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引用次数: 0
Effects of pH on the Flavor Detection Threshold and DoT of Nine Kokumi Peptides in Soybean Fermented Foods pH对大豆发酵食品中9种高味肽风味检测阈值及DoT的影响
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-06-10 DOI: 10.1111/joss.70042
Juyeon Lee, Tackhyun Park, Mina K. Kim

The purpose of this study was to determine the influences of product pHs on retronasal thresholds of nine kokumi peptides commonly found in fermented soybean foods. The following nine kokumi peptides were used in this study: γ-EV (γ-Glu-Val), γ-EW (γ-Glu-Trp), γ-EY (γ-Glu-Tyr), γ-EF (γ-Glu-Phe), γ-EL (γ-Glu-Leu), γ-EM (γ-Glu-Met), γ-EE (γ-Glu-Glu), γ-EH (H-His-Glu-OH), and γ-EVG (γ-Glu-Val-Gly). Retronasal threshold testing was conducted using five series of the 3-ascending forced-choice (3-AFC) method on water-based matrices with three different pH levels (pH 5.0, 5.3, 5.8). Overall, BET values of kokumi peptides decreased (p < 0.05) with increasing pH. This result suggests that a lower kokumi peptide concentration is required for humans to detect components (kokumi) of fermented food-related kokumi taste at pH 5.8 than the kokumi peptide concentration at pH 5.0–5.3. In other words, human-detected kokumi perception is better recognized at a product pH of 5.8. In addition, the DoT value of each kokumi peptide was only higher than 1 in γ-EF, which affected the peptide involved in the kokumi flavor of doenjang.

本研究的目的是确定产品ph值对发酵大豆食品中常见的九种kokumi肽的后鼻阈值的影响。以下9个kokumi肽被用于这项研究:γev(γ-Glu-Val)、γ电子战(γ-Glu-Trp),γ是(γ-Glu-Tyr)、γef(γ-Glu-Phe)、γel(γ-Glu-Leu)、γ-嗯(γ-Glu-Met)、γee(γ-Glu-Glu)、γ呃(H-His-Glu-OH)和γ-EVG(γ-Glu-Val-Gly)。在3种不同pH值(pH 5.0、5.3、5.8)的水基基质上,采用5组3升强迫选择(3-AFC)法进行后鼻阈值测试。总体而言,随着pH值的增加,kokumi肽的BET值降低(p < 0.05)。这表明,在pH值为5.8时,人类需要较低的kokumi肽浓度来检测发酵食品相关kokumi味的成分(kokumi),而在pH值为5.0-5.3时,kokumi肽浓度较低。换句话说,在产品pH值为5.8时,人类检测的kokumi感知被更好地识别。此外,γ-EF中各厚厚肽的DoT值仅大于1,影响了厚厚风味所涉及的肽。
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引用次数: 0
The Impact of the Multisensory Integration of Texture, Music, and Smell on the Taste and Pleasantness of Food 质地、音乐和嗅觉的多感官整合对食物口感和愉悦性的影响
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-06-04 DOI: 10.1111/joss.70051
Julia Eremenko, Vladimir Kosonogov, Ksenia Panidi, Maria Piochi, Luisa Torri, Onurcan Arman, Victoria Moiseeva, Pogorelova Ksenia, Svetlana Gracheva, Anna Shestakova

This study examined the effect of texture, music, and smell on the taste and pleasantness of food. Fifty-three volunteers assessed the bitterness and sweetness of carrots of three different textures (puréed, boiled, and chipped) while listening to music and/or smelling vanilla or coffee and evaluated the pleasantness of food with music, with smell alone, and with music and smell together. The auditory and olfactory stimuli used were either congruent or incongruent with bitter-tasting and sweet-tasting foods. We found that music or smell modulated food taste only when they were congruent with it. While congruent music or smell, presented alone, affected taste and hedonic valuation, their simultaneous presentation did not show a comparable effect. Further experiments with different stimuli or a combination of modalities would be necessary to draw final conclusions on whether the concurrent presentation of music and smell has an additive effect on taste.

这项研究考察了食物的质地、音乐和气味对食物口感和愉悦度的影响。53名志愿者在听音乐和/或闻香草或咖啡的同时,评估了三种不同质地的胡萝卜(烤胡萝卜、煮胡萝卜和切碎胡萝卜)的苦味和甜味,并评估了食物与音乐、单独气味和音乐和气味结合在一起时的愉悦度。所使用的听觉和嗅觉刺激要么与苦味食物一致,要么与甜味食物不一致。我们发现,只有当音乐或气味与食物的味道一致时,它们才会调节食物的味道。虽然单独呈现一致的音乐或气味会影响味觉和享乐价值,但它们同时呈现却没有显示出可比的效果。对于音乐和嗅觉的同时呈现是否会对味觉产生叠加效应,还需要对不同刺激或组合方式进行进一步的实验才能得出最终结论。
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引用次数: 0
Influences of Umami Substances on Consumers' Kokumi Perception of Doenjang Soup 鲜味物质对消费者大酱汤高味感知的影响
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-06-04 DOI: 10.1111/joss.70052
Seung-Hyun Lee, Ji-sun Hwang, Mina K. Kim

The addition of umami substances can reduce the sodium content of foods by enhancing their umami, kokumi, and the overall liking for foods. The objective of this study was to determine the effects of the type of flavoring ingredient added to doenjang soup on consumer liking and perceptions of kokumi. Doenjang soup was evaluated without additives and with monosodium glutamate, glycine, and disodium succinate. Consumer acceptance testing revealed (N = 113) that doenjang soup with MSG was the most accepted for all taste-related attributes, including kokumi. Consumers' perceived sensory characteristics differed according to the additives, and doenjang soups with MSG were perceived to possess high gu-soo, kokumi, and umami tastes. The doenjang soup with glycine and disodium succinate was not well accepted by consumers, suggesting these ingredients may require optimization to enhance umami and kokumi perceptions compared to MSG.

鲜味物质的加入可以通过增加食物的鲜味、高味和对食物的整体喜爱来减少食物中的钠含量。本研究的目的是确定大酱汤中添加的调味成分类型对消费者对高味的喜爱和感知的影响。在不添加添加剂的情况下,用谷氨酸钠、甘氨酸和琥珀酸二钠对大酱汤进行了评价。消费者接受度测试显示(N = 113),加入味精的大酱汤在所有与味道相关的属性中,包括味味,都是最被接受的。消费者感知到的感官特征因添加剂的不同而不同,添加味精的大酱汤被认为具有高的谷素、高味和鲜味。与味精相比,甘氨酸和琥珀酸二钠的大酱汤不太被消费者接受,这表明这些成分可能需要优化,以增强鲜味和厚味的感觉。
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引用次数: 0
Combining Visual and Tactile Senses to Design Consumer Packaging for the Elderly: Empirical Evidence From Chinese Elderly 结合视觉和触觉设计老年人消费包装:来自中国老年人的经验证据
IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY Pub Date : 2025-05-28 DOI: 10.1111/joss.70050
Fang Gan

This study aimed to investigate how sensory factors in the packaging design can meet packaging usage requirements for the elderly. Through semi-structured face-to-face interviews with the elderly, the study used qualitative research to gather detailed experiential data. Three positive functions of combining visual and tactile senses in packaging design were identified by the study: (1) conveying product information, (2) guidance on the package opening method, and (3) facilitating packaging opening. Based on the research results, this study recommends improving the usability and user experience by optimizing the application of multisensory factors in packaging design. This study expands the application of sensory design theory in packaging by emphasizing functional use and provides empirical evidence and case studies to support the development of age-friendly packaging research.

本研究旨在探讨包装设计中的感官因素如何能满足老年人的包装使用要求。本研究通过对老年人进行半结构化的面对面访谈,采用定性研究方法收集详细的经验数据。研究确定了视觉与触觉结合在包装设计中的三个积极作用:(1)传达产品信息;(2)指导包装打开方式;(3)方便包装打开。基于研究结果,本研究建议通过优化多感官因素在包装设计中的应用来提高产品的可用性和用户体验。本研究通过强调功能使用,拓展了感官设计理论在包装中的应用,并提供了经验证据和案例研究,以支持老年人友好型包装研究的发展。
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引用次数: 0
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Journal of Sensory Studies
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