Placing Food Color Experimentation into a Valid Consumer Context

Abstract

Empirical research examining the effects of food color on food acceptability comes from the food science literature, but its applicability for predicting consumer purchase decisions is limited. By design or intent, that research does not consider that food choice is typically made from a consideration set filled with food brand alternatives that are close to parity, and that product and flavor information come in modes in addition to food color. We review the existing food color literature, recount its limitations for consumer behavior research, and provide a conceptual framework to guide the future empiricist in conducting externally valid food color research. Further, whereas in most prior research the food color manipulation includes a novel level merely to contrast with expected color, we consider novel food color directly, for its potential as an attention-getting and differentiating brand communications tool, and present strategies for its effective presentation despite food color's strong link to expected flavor.