Cross-cultural differences and acculturation in affective response and sensory perception: a case study across Chinese immigrants and local consumers in New Zealand

Abstract

Understanding cross-cultural variation in perception is essential for identifying culture-specific factors impacting product acceptability. While immigrants may initially maintain their preferences, acculturation levels vary. To understand to what extent immigrants can be used as a proxy to model overseas markets, this study investigated short (CHS) and long-term (CHL) Chinese immigrant responses to plain yoghurts compared to New Zealand (NZ) Europeans (E). Three groups (CHS, CHL and NZE, n = 222) evaluated liking of, emotional response to, and sensory perception of 10 plain yoghurts. Groups liked yoghurts similarly. Notably, NZE rated emotions lower than both immigrant groups, with a few exceptions. Both Chinese groups rated most emotions similarly, but CHL rated some closer to NZE. Positive emotions correlated with higher liking scores. However, cross-cultural differences existed for ‘guilty’ which was associated with yoghurts liked by NZE; and for ‘wild’ and ‘mild’ associated with yoghurts disliked by both immigrant groups. Citation proportions for some sensory attributes differed among all groups, dependent on the sample. But level of acculturation between immigrant groups was limited. Sweetness, vanilla, stone fruit and cream flavours, smoothness, and creaminess drove liking across all groups, whereas only the Chinese valued umami, undoubtedly due to positive associations with it. Some effects of acculturation for long-term immigrants were evident, but responses were often closer to their short-term counterparts. Therefore, immigrants in general provide a useful proxy for measuring consumer responses in early stages of product development for this overseas market, but with consideration of their residence time in the host culture.