The U.S. Consumers' Acceptability and Emotion Measures when Consuming Novel Korean Traditional Non‐Alcoholic Beverages

Abstract

AbstractThe objectives of this study were to determine how U.S. consumers perceive 6 Korean traditional beverages (Bokbunja, Hongsaam, Korean date, Omija, Sansuyu and Yuja) and to find out the influence of extrinsic information (name, nutritional information, picture of raw material and stories related to each sample) on acceptability, liking and intensity appropriateness of sweetness and bitterness, and emotion when consuming novel beverages. Bokbunja, Yuja and Korean date were samples received high acceptability, had adequate intensity of sweetness and bitterness, and evoked positive emotions. When the extrinsic information of the samples was provided, acceptability of all six samples tended to increase. Percentage of consumers who perceived the intensity of sweetness and bitterness of products as “just about right” increased when evaluated the samples in the informed condition. Also principal component analysis (PCA) biplot of emotions revealed the influence of information during evaluation. When tested in the informed condition, samples evoked relatively positive emotion compare to samples tested in the blind condition. The disliked products showed the greater increase of acceptability from the blind to the informed conditions.Practical ApplicationsThere is not much research conducted to evaluate acceptability of Korean traditional beverages with foreign consumers. In our study, we used these traditional beverages, which were still novel to U.S. consumers, and measured overall acceptability, liking and intensity appropriateness of sweetness and bitterness, and emotion using EsSense Profile™. Among six beverage samples we used, three samples (Bokbunja, Yuja and Korean date) received positive scores for all measurements. Also by comparing the results of evaluations conducted in blind and informed conditions, importance of information when evaluating the samples was shown. Our work provided the basis of launching favored Korean traditional beverage products in the U.S. market and demonstrated importance of the information when introducing the novel products to consumers.