HOW SOY LABELING INFLUENCES PREFERENCE AND TASTE

Brian Wansink, Sea Bum Park, Steven T. Sonka and Michelle A. Morganosky

International Food and Agribusiness Management Review, 2000, vol. 03, issue 01, 10

Abstract: Using a 'Phantom Ingredient' taste test, this article demonstrates how the use of soy labels and health claims on a package negatively biased taste perceptions and attitudes toward a food erroneously thought to contain soy. Consumers who ate products which mentioned soy on the package described the taste more grainy, less flavorful, and as having a strong aftertaste compared to those who ate the product but saw no soy label. Yet, while putting 'soy' on a package negatively influenced taste-conscious consumers, when combined with a health claim, it improved attitudes among consumers who are health-conscious, natural food lovers, or dieters. Our results and discussion provide better direction for researchers who work with ingredient labeling as well as for marketers who work with soybean products.

Keywords: Food; Consumption/Nutrition/Food; Safety (search for similar items in EconPapers)
Date: 2000
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:34571

DOI: 10.22004/ag.econ.34571

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