Abstract
Users and food marketers alike would share images of food in the hopes that viewers would be able to capture the emotion/sensation presented by the food. This is a form of food digitization, shifting away from the mechanical aspect of taste stimulation to the use of digitized visuals. This paper aim to evaluate the performance of taste perception made by users by just looking at food image. Using food images as a medium of taste stimulation, this paper reports international users’ perception of the taste of Malaysian local food through an online channel. By applying SPSS analysis, the author studied the patterns of similarity and dissimilarity of users’ perception of food images that have been compiled using an online survey. Interestingly observed, the results of the analysis enable the author to assess how close user perceptions were akin to the real taste. The author found that most user perceptions are closely matched with the food’s real taste which allows the author to conclude that visual media is possible in stimulating food taste experience. It is good news for food marketers and food tourism. Nevertheless, more samples of food images are required to further attest these findings.
Highlights
IntroductionAs the acquirement for food taste becomes sophisticated, humans have been foraging for food taste experience to the point of travelling the world to taste local cuisine of various countries
It cannot be denied that food is the basic need for a human being
As the acquirement for food taste becomes sophisticated, humans have been foraging for food taste experience to the point of travelling the world to taste local cuisine of various countries
Summary
As the acquirement for food taste becomes sophisticated, humans have been foraging for food taste experience to the point of travelling the world to taste local cuisine of various countries. Some researchers have resorted to bringing taste experience to the users without the actual tasting of food This comes in the form of mechanically enhanced chemical-based and electrical-based food taste stimulators [1] where the former for example, requires users to place the device in the user’s mouth [2, 3]. These technologies are rather impractical because the technologies require chemical substance refill with vigilant care [2, 4], while the use of electrical device can be rather large and tedious to set up [5]. Omitting devices in stimulating taste experience is not simplistic as it concerns the cognitive and perceptual processing
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