Abstract
SummaryEffects of colourant and a ‘natural source’ statement on sensory liking, emotion, saltiness expectation and purchase intent (PI) of three dipping sauces containing shrimp head colourant [no‐colourant (NC); moderate‐colourant (MC, 1.2% colourant); high‐colourant (HC, 3.6% colourant)] were evaluated. Consumers disliked colour of HC compared to MC (4.65 vs. 6.24). Despite the same NaCl level, saltiness liking decreased with increasing colourant [6.38 (NC), 5.43 (MC), 3.97 (HC)]. Correspondence analysis biplot revealed that sauces with or without natural colourant were associated more with positive emotions. Positive emotion (good, interested, satisfied) scores decreased while negative emotion worried increased with increasing colourant concentration. The ‘natural source’ statement decreased guilty and unsafe scores but minimally affected PI of NC and MC. Saltiness expectation was not different between NC (off‐white colour) vs. MC (lighter orange) and between NC vs. HC (darker orange); however, consumers expected HC to be saltier than MC.
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