Abstract
With the increasing globalization, new unfamiliar flavors gradually find their way into local Western cuisines. The mechanisms behind the successful integration of novel flavors into local cuisines are largely unknown. This study investigates the effects of frequency of soy sauce use, levels of food neophobia, and brand specificity on liking of a relatively unknown flavor in the Netherlands, soy sauce. A total of eighty-nine (26 men and 63 women; mean age 47.5 ± 17.7 years) high- and low-frequency users of soy sauce rated liking of five soy sauces separately presented with and without branding information. Liking of four soy sauces with the typical salty and savory flavor increased with increasing frequency of use, and with decreasing levels of food neophobia. Another soy sauce with additives resulting in a distinctive taste was liked irrespective of the frequency of use. Soy sauces, which were recognized correctly or incorrectly as the participants’ own familiar brand, received 50% higher or lower liking ratings than other soy sauces, respectively. Furthermore, users of one of the brands preferred the taste of their own brand over that of other brands, whereas users of the other brands did not show such specificity, indicating clear differences in specificity of liking soy sauce among the various user groups. This study provides insights into consumer liking and preference of semi-familiar foods, revealing the contribution of consumer traits and brand familiarity that may influence the spread of unfamiliar foods.
Highlights
When unfamiliar foods are encountered for the first time, consumers are typically somewhat anxious to put the food in their mouths
This study investigated the effects of frequency of use of soy sauces, brand familiarity, and food neophobia on liking for the taste of soy sauces
The results showed that 1) liking of soy sauces increased with frequency of use, 2) neophiliacs liked soy sauces more and used soy sauce more frequently than neophobics, 3) branding affected soy sauce liking only when it facilitated recognition of the own familiar brand, 4) the degree to which soy sauce users liked other brands as well as their own brand varied with their specific own brand
Summary
When unfamiliar foods are encountered for the first time, consumers are typically somewhat anxious to put the food in their mouths. Familiar foods are generally preferred more than unfamiliar ones, and familiarity is, one of the main determinants of food choice (Pula et al, 2014; Steptoe et al, 1995) This determinant depends on the traits of individual consumers and, for example, whether con sumers are willing to try novel flavors and foods. Food neophobic consumers tend to avoid exposure to unfamiliar foods, which in turn is associated with reduced pleasantness of odors, reduced sniffing behavior, and avoiding choosing uncertain flavor (Raudenbush et al, 1998). Such effects are not seen in the cases of familiar foods (Raudenbush & Frank, 1999). It has been reported that food neophilic children responded to healthy food messages and changed food choices signifi cantly compared to neophobic children, i.e., they consumed less choc olate after viewing healthy food adverts. (Dovey et al, 2011)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
