The Influence of “Tastiness” and “Healthiness” Labels in Cheese Flavor Perception

Abstract

Tastiness and healthiness labels are known to influence consumer expectations, acceptance, attention, and hedonic ratings regarding the food so labeled. Surprisingly, few studies have focused on flavor perception in relation to these labels. Thus, the present study rated the perceived intensity of flavors in Comte and Emmental cheeses in three groups named “tastiness group,” “healthiness group,” and “control group” (without label). Results showed a significant effect of the label with Comte cheese, i.e., the intensity of perceived flavors was rated higher with a “tastiness” label than with either no label or with a “healthiness” label and higher with no label than with a “healthiness” label. Furthermore, no significant difference in relation to label was observed in the case of Emmental cheese. Additionally, the effect of label on flavor perception appeared to be strongly dependent on age. These findings are discussed in terms of the possible subsequent influence of changed perception on eating behavior.