Abstract
Culture is one of the main factors that influence food assessment. This cross-cultural research aimed to compare Chinese and Danish consumers in their post-ingestive drivers of Post-Ingestive Food Pleasure (PIFP). We define PIFP as a “subjective conscious sensation of pleasure and joy experienced after eating”. We conducted two in-country consumer studies in Denmark (n = 48) and in China (n = 53), measuring post-ingestive sensations and PIFP using visual analogue scale, for three hours following consumption of a breakfast meal. Key results revealed perceived Satisfaction, Mental, Overall and Physical wellbeing to be highly influential on PIFP in both countries. Moreover, Danish consumers perceived appetite-related sensations such as Satiety, Hunger, Desire-to-eat and In-need-of-food to be influential on PIFP, which was not the case in China. In China, more vitality-related sensations such as Energized, Relaxation and Concentration were found to be drivers of PIFP. These results suggest similarities but also distinct subtleties in the cultural constructs of PIFP in Denmark and in China. Focusing on Food Pleasure as a post-ingestive measure provides valuable output, deeper insights into what drives Food Pleasure, and, importantly, takes us beyond the processes only active during the actual eating event.
Highlights
Culture is one of the main underlying factors that influence how we assess food, our attitudes and beliefs about food and our food choices [1]
We investigated similarities and differences between Danish and Chinese consumers, and it was hypothesized that differences exist between the two cultures with respect to variation in drivers of Post-Ingestive Food Pleasure (PIFP)
In China, Overall, Mental and Physical wellbeing significantly increased over three hours, whereas the same variables significantly decreased in Denmark over three hours
Summary
Culture is one of the main underlying factors that influence how we assess food, our attitudes and beliefs about food and our food choices [1]. Cross-cultural research has become increasingly more pertinent within Sensory and Consumer Science [3,4], and several studies suggest that cultural differences exist in the way we perceive food, in our associations with specific foods, and within food-related concepts [5,6,7,8,9,10,11]. The contribution and importance of cross-cultural research studies bring new perspectives in the domain of Sensory and Consumer Science, and it contributes to the development and understanding of various food concepts. Emphasis on cultural differences in food perceptions might be imperative in our association with Food Reward. Food Reward comes in many disguises and the concept can be defined and explained in many different ways. Reward is not a unitary construct, but comprises multiple psychological components [12], and different disciplines include different measurements of Food
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