Purchase Intention Scores Research Articles

Emulsified sausages obtained from mechanically separated meat of yacare caiman (Caiman yacare)

This study aimed at the development and characterization of emulsified sausages using mechanically separated meat (MSM) from yacare caiman (Caiman yacare). The sausages were formulated using three different treatments containing (in %) 70.0 (T1), 75.0 (T2), or 80.0 (T3) of MSM of yacare and subjected to comprehensive analyses, including chemical composition, physical properties, microbiological safety, and sensory attributes. The proximate composition analysis revealed that moisture was the unique parameter that presented statistical differences between treatments, ranging from 74.94% (T1) to 72.35% (T3). pH and water activity measurements indicated stable and safe products, with high water activity attributed to water incorporation during emulsion formation. Color differences were observed among treatments, potentially linked to formulation, especially the MSM content. The highest average obtained for luminosity was 49.87 for T2, differing statistically (P > 0.05) from T1 and T3. Consistent shear force values suggested effective emulsion formation and processing. The microbiological analysis demonstrated the safety of sausages, meeting microbial standards for consumption. Sensory evaluation revealed positive responses to appearance and aroma, while flavor and texture received mixed reviews. Purchase intention scores indicated cautious consumer interest. Thus, further efforts are needed to optimize formulations and processing to enhance consumer sensory attributes to meet consumer preferences and improve acceptance, achieve marketability, and capitalize on the ecological and nutritional benefits of yacare caiman-derived products.

The Impact of Information Presentation on Consumer Perceptions of Cricket-Containing Chocolate Chip Cookies

As a source of protein and other nutrients for a growing population, edible insect production offers environmental and sustainability advantages over traditional meat production. Although around 2 billion people consume insects worldwide, Western consumers are still reluctant to practice entomophagy, hindered largely by neophobia and negative emotions. In addition to sensory quality and safety, an informational component may be crucial to consumers’ decision making involving insect consumption. In this study, three different information types, namely text, image, and a tangible product, were used to convey information about chocolate chip cookies (CCCs) containing cricket flour. The nature of the information was related to the ingredient usage level (5%), the type of insect (cricket), nutritional values, sustainability benefits, packaging, celebrity endorsement, and/or visual appearance of an actual product. Consumers’ willingness to consume (WTC), acceptance, and purchase intent (PI) were measured in response to each informed condition. Once informed of the insect ingredient, all scores significantly (α = 0.05) dropped. The lowest WTC (1.97 ± 1.06, Text), acceptance (3.55 ± 2.23, Image), and PI (1.85 ± 1.05, Text) scores were found after identifying cricket as the insect ingredient. Compared to other informed conditions, the presentation of a real chocolate chip cookie containing insects achieved the highest scores on all affective scores (WTC: 3.4 ± 1.04, acceptance: 6.17 ± 1.89, PI: 3.07 ± 1.09). The greatest improvement in scores was observed after information about nutrition and sustainability benefits (based on ANOVA), which was more impactful for males than females (based on a t-test). Celebrity endorsement did not have a significant effect. The presentation of the actual CCC containing cricket flour (for visual observation only) significantly increased WTC, acceptance, and PI compared to presenting text and images alone. Acceptance, WTC, and certain information cues were significant predictors of PI for CCCs containing cricket flour.

Evaluating white wine consumer interest in Grüner Veltliner: a potential signature varietal for Pennsylvania

PurposeThis study aims to determine white wine drinkers’ interest in Grüner Veltliner wine, a potential signature wine for the Commonwealth of Pennsylvania in the USA and identify the consumer segments likely to look for and purchase this wine varietal.Design/methodology/approachA total of 676 wine consumers from the Mid-Atlantic region in the USA were compared based on familiarity with Grüner Veltliner wine, variety-seeking (VARSEEK) scores and the likelihood of looking for and purchasing Pennsylvania Grüner Veltliner wine.FindingsAlthough only a third of participants had some experience with Grüner Veltliner wine, 77% were “somewhat interested” to “very interested” in being able to sample and taste the wine, and 66%–67% were “somewhat likely” to “very likely” to look for and purchase the wine from both growing regions. Generation, wine consumption behavior and familiarity with Pennsylvania wine and Grüner Veltliner wine differed between participants based on purchase intent and VARSEEK scores (i.e. low VARSEEK/likely, high VARSEEK/unlikely). Differences in factors motivating Grüner Veltliner purchasing were also identified between low VARSEEK/likely and high VARSEEK/likely participants.Originality/valueThe paper presents evidence of potential demand for a signature wine from an emerging wine region. This provides direction for target marketing and related promotional strategy, along with identifying wine consumers interested in tasting and purchasing the wine.

Eco-score labels on meat products: Consumer perceptions and attitudes towards sustainable choices

Non-profit organisations have developed labelling strategies to communicate the environmental impact of food products, helping consumers make more informed purchase decisions. The evidence on whether environmental food labelling can change behaviours toward environmental meat choices is unclear, due to context factors within shopping environments and differences in attitudes towards meat and the environment. This study investigates attitudes towards an eco-score label on meat products by measuring the influence of meat and environmental attitudes and identifying drivers and barriers through a mixed-methods design. An online questionnaire (N = 255) posed questions concerning meat consumption, label perceptions, and use intentions. Recruitment was via convenience sampling under the criteria of UK dweller, omnivorous diet and over 18 years of age. Nine semi-structured interviews explored the drivers and barriers for intended use through thematic analysis. Perceptions Scores (PS) and Purchase Intention (PI) scores of the label were positive. Results showed an individual’s Meat attachment (affinity) score (MAAS) negligibly influenced PS but provided a moderately negative relationship with PI. Environmental label use and attitudes positively influenced PS and PI. The qualitative data identified label design and concept perceptions as drivers for use, whereas habitual shopping behaviours and perceived price were barriers. The research contributes to the transtheoretical model of behavioural change, identifying that 58% of participants contemplate label use but require more information. Explanations found for the gap between positive perceptions and low behavioural intentions support this, as poor label awareness and knowledge of the environmental impact of meat production were highlighted.

Chocolates enriched with seaweed: Sensory profiling and consumer segmentation

The idea of using macroalgae as a sustainable functional food is not new, however studies in the context of phycogastronomy are scarce. The aim of the current study was to develop three different types of chocolate enriched with marine macroalgae (seaweeds) and, through binary logistic regression models, outline their sensory profile (104–139 volunteers per sample), identify the profile of possible buyers and the sensory drivers of liking. The sensory characterization performed for each sample highlighted several attributes imparted by the added seaweeds, as the salty taste derived from kombu and the astringent stimuli and dehydrated fruits flavour note derived from nori. Moreover, together with the marine/ocean smell and vegetable flavour notes, results show there is a direct link between dried Portuguese sea lettuce and a distinctive green tea/matcha flavour. Significant differences were found among the purchase intent, flavour, and overall liking scores for each sample: milk chocolate with kombu and ruby chocolate with nori achieved a higher degree of acceptability by Portuguese consumers than white chocolate with sea lettuce. Along with the sensory drivers of liking uncovered, the preformed a priori and a posteriori consumer segmentation provided useful information for a better understanding of the associations between sensory perception, hedonic appraisal, chocolate consuming patterns and purchase intent of these innovative products. Results show that some macroalgae have the potential to be used in sweet formulations (chocolate) and this appears to be a good strategy to introduce macroalgae into Portuguese markets.

Towards improving classification of Canadian dark-cutting beef carcasses: Consumer sensory evaluation

This study evaluated whether different colour intensities of ribeye steaks from dark-cutting (B4 grade) beef carcasses (Dark–B4DK/Moderate–B4MD) were similar in appearance and eating quality to steaks from normal (N) carcasses of lower marbling grades (AA or A) as assessed by consumers. The B4MDAAA and B4DK/MDAA had similar raw appearance and eating quality to N carcasses with a one quality downgrade for marbling (P > 0.1), potentially supporting a B4MDAAA and B4DK/MDAA re-class to NAA and NA grades, respectively. Cooked B4DKAAA steaks had greater juiciness and tenderness acceptability (P < 0.01) and similar appearance, flavour and overall acceptability and purchase intent compared to NAA steaks (P > 0.1). However, consumers perceived greater marbling and lower colour acceptability (P < 0.01) in raw B4DKAAA compared to NAA steaks, lowering the purchase intent scores of B4DKAAA steaks (P < 0.01). These results suggest merit for continuing a B4DKAAA segregated grade, unless the superior eating quality of B4DKAAA could offset its poorer raw appearance through consumer education or modified atmosphere packaging.

Effect of geographical origin on consumers' emotional response to alcoholic beverages: A study with wine and cider

AbstractConsumers do not evaluate food products exclusively using sensory properties, but rather they judge them using both intrinsic (ex. sensory properties) and extrinsic (ex. brand, packaging, geographic origin) factors. Alcoholic beverages include a wide variety of information on their packaging, with one factor being geographic origin. The purpose of this study was to determine how geographic origins can influence a consumer's emotional response to alcoholic beverages (wine and cider). First, consumers were asked to identify wine and cider‐producing countries. Then in the first trial, consumers (n = 112) evaluated wine samples from different geographic origins (France, Italy, Canada, USA, Nova Scotia [NS]). In the second trial, consumers (n = 102) evaluated cider samples labeled with different geographic origins (France, USA, Canada, United Kingdom, NS). In both trials, the samples were evaluated using the check‐all‐that apply variant of the 25‐item version of the EsSense Profile® and a purchase intent scale. The geographic origin affected the consumers' purchase intent of both wines and ciders. Participants that had higher knowledge about wine or cider, were not influenced by the geographic origin. In both trials, purchase intent scores increased when positive emotions were selected. However, the consumer's level of knowledge did not affect their emotional response to the different geographical origins. Future research should investigate how cultural background affects consumers' emotional responses, and the influence of other extrinsic factors.Practical ApplicationsConsumers have emotional responses to foods and these responses begin prior to purchase. Consumers rely on the packaging (extrinsic cues) to make purchasing decisions and alcoholic beverages contain a large number of extrinsic cues. Geographical origin is an extrinsic cue that is especially important for alcoholic beverages. This study aimed to evaluate consumers' emotional responses to alcoholic beverages from different geographical origins. The geographical origin affected the consumers' emotional response and purchase intent. When consumers experienced positive emotions their purchase intent increased. Future studies should evaluate the effect of other extrinsic cues.

Microtransaction spending and problematic gambling of UK university call of duty gamers

ABSTRACT Increased implementation of loot boxes within computer games has received widespread concern for the wellbeing of gamers, especially given the increased engagement during COVID-19 restrictions. Loot boxes share similarities with traditional gambling mechanisms that influence addiction-like behaviors and the amount of money spent on in-game items. The present study investigated loot box expenditure alongside peer engagement, perceptions of gaming value, self-worth, and problematic gambling of 130 Call of Duty players. Results identified significantly higher Risky Loot Box Index and visual authority scores for high-risk and medium-risk problem gamblers than non-problem gamblers. High-risk problem gamblers were also found to have higher purchase intention and validation seeking scores than non-problem gamblers. Problem gambling risk and all but three self-worth and perceived value subscale behaviors were not associated with loot box expenditure, contrasting previous findings. Concerning peer influence, non-problem gamblers were significantly less likely to play any Call of Duty game with friends whilst having all or most friends purchase loot boxes were also found to be associated with higher RLBI scores. The findings continue to support the associations between loot box engagement and problematic gambling and suggests the need to continue to explore individual in-game motivations for engaging with microtransactions.

Fish carcass flours from different species and their incorporation in tapioca cookies

This study aimed to evaluate different methods to produce flour from tilapia carcasses (cooked, cooked/aromatized, and flavored), and the use of different concentrations of cooked tilapia carcass flour for the enrichment of tapioca cookies. Tapioca cookies with the inclusion of cooked carcass flour from different fish species (tilapia, tuna, sardines, and salmon) were also studied. The flour from the cooked carcass showed low moisture and lipid contents and high protein, calcium, and phosphorus contents, as well as high L* values, and low a* and b* values. The tapioca cookies enriched with cooked tilapia carcass flour (9%) showed high protein content and good sensory acceptance. Concerning the cookies made with flour from different fish species, the tilapia flour led to an increase in protein contents, as well as linoleic, arachidonic, and eicosapentaenoic fatty acids concentrations of the cookies. These cookies also received the highest purchase intent scores. Therefore, the inclusion of flour from fish carcasses in tapioca cookies may be an effective alternative to increase the nutritional value of the product, besides adding value to the fishery waste and reducing the environmental impact of farming fish.

Statistical approaches to determine emotional drivers and improve the acceptability of prebiotic whey soursop beverage processed by ultrasound

AbstractThis study aimed to investigate the expected emotional profiling and overall liking of soursop flavored prebiotic whey beverages subjected to ultrasound processing. For this purpose, four images of products and their related claims were provided for consumers (n = 453) in an online questionnaire: (a) pasteurized soursop flavored whey beverage (PAST), (b) pasteurized soursop flavored prebiotic whey beverage (PREPAST) with a claim, (c) ultrasound soursop flavored whey beverage (US) with a claim, and (d) ultrasound soursop flavored prebiotic whey beverage (PREUS) with a claim. PAST sample received the lowest purchase intent and overall liking scores, and it was associated with negative emotions. PREPAST, US, and PREUS samples received the highest purchase intent and overall liking scores, and they were associated with some positive emotions. Prebiotic addition and its claim contributed with pleasant, secure, mild, and satisfied emotions to the pasteurized product. In contrast, the US evoked adventurous, joyful, docile, and curious emotions. Active, satisfied, interested, enthusiastic, and docile emotions were the drivers of liking for the samples, while pleasant, interested, secure, satisfied, and curious emotions are recommended in a whey beverage with high overall liking. Overall, both the prebiotic claim and the emerging technology showed great receptivity among participants.Practical ApplicationsConsumer perception is crucial for adopting products processed by nonconventional technologies, being the correct and adequate message on the product label is essential for successful commercialization. This study brings data about this topic, taking as an example a functional dairy food (prebiotic whey soursop flavored beverage) processed by ultrasound.

Developing functional fish pâtés from Oligosarcus robustus and Loricariichythys anus with pre- and pro-biotic potentials

In addition to providing nourishment, functional foods have the potential to promote consumer health benefits. Novel fish (Oligosarcus robustus and Loricariichthys anus) pâtés containing prebiotic fructooligosaccharides and probiotic Lactobacillus acidophilus LAFTI L10 were developed. Acidity and pH analyses were carried out right after the preparation of the pates (0 day) and on the 7th, 15th, 30th, and 45th days of refrigerated storage, while the other physicochemical and sensory analyses were performed on the 30th day of refrigerated storage. Finished products had high protein (above 11.0%), and low carbohydrate (0.18%) contents, considerable amounts of minerals (above 5.5%) and dietary fibers (10.0%), and a lipid profile with more than 83% unsaturated fatty acids, predominantly oleic (ω-9) and linoleic (ω-6) acids. Lactobacillus acidophilus counts were greater than 6 Log CFU g−1 for up to the 34th day of refrigerated storage. In addition, color, texture, and flavor attributes of both formulations received high acceptance and purchase intent scores, which suggest strong market potential.

Do Consumers Want Seaweed in Their Food? A Study Evaluating Emotional Responses to Foods Containing Seaweed.

Seaweeds are nutrient-dense marine organisms that have been proposed as a key ingredient to produce new functional foods. This study’s first objective was to identify consumers’ emotional responses and purchase intent towards a variety of food products containing seaweed. The secondary objective was to evaluate how hunger status and lifestyle affect consumers’ emotional responses. Participants (n = 108) were asked to evaluate pictures of different food items containing seaweed (beef burger, cheddar cheese, fettuccine, fish filet, sausage, bread, yogurt, and dried seaweed) using the CATA variant of EsSense25 Profile® and a purchase-intent scale. The consumers also answered questions about their hunger status, food neophobia, food-related lifestyle, as well as open-ended comment questions about seaweed. Participants’ purchase-intent scores were highest for bread and dried seaweed, which they associated with positive emotions. The participants disliked yogurt and sausage, indicating that they were disgusted with them. Participants believed seaweed could be added to fish, savoury, and cereal grains-based foods. The participants’ hunger status as well as their food neophobia and lifestyle impacted their emotional responses. Future research should continue to investigate how emotions affect purchase intent, how participant’s hunger status affects their emotions, and how participants’ lifestyle changes how they perceive new food products.

Physic-chemical characteristics and sensory evaluation of cakes with Nile tilapia (Oreochromis niloticus) waste flour

The fish processing industry generates a large amount of waste, that can be a nutrients source to the foods enrichment, such as cake that has low proteins, and consumed for different social classes. This study aimed to produced cakes with Nile tilapia (Orechromis niloticus) waste flour (NWF), formed by head, fins and the spine with meat remaining from filleting process, and evaluate its chemical and sensory properties. The formulations cakes with NWF obtained products with higher protein contents, essential fatty acids, and minerals, especially calcium and phosphorus, and lower car-bohydrates contents in relation to Control formulation (without NWF). The cakes with NWF had sensory acceptance (scores higher than 7.0 from 9.0 points) and purchase intention (scores higher than 3.8 from 5.0 points) and did not differ from the Control. The cakes with NWF can be a way to increase the supply of essential nutrients to the population through a popular and sensorial accepted product. This study showed that Nile tilapia waste flour (NWF) heads stands out a promising source for producing cake with high nutritional quality, positive economic potential, better physicochemical properties and, food industry solid waste reduction by used in food.

Carbonated emotions: Consumers’ sensory perception and emotional response to carbonated and still fruit juices

The global carbonated beverage market is large, and consumers like the oral irritation (ex. burning or prickling) associated with carbonated beverages. This study's first objective was to identify the effect of carbonation on consumers’ liking and sensory perception of fruit juices (apple, cherry, and blueberry). The secondary aim was to evaluate consumers' emotional responses to carbonated fruit juices. The first trial asked consumers (n = 103) to use check-all-that-apply (CATA) and nine-point hedonic scales to evaluate six fruit juices (three carbonated and three non-carbonated). In the second trial, consumers (n = 107) were asked to evaluate the pictures of the same juices using the CATA variant of EsSense25 Profile® and a purchase intent scale. The consumers were also asked to identify what they like and dislike about carbonated beverages using an open-ended comment question. The first trial demonstrated that flavour significantly affected the overall liking scores but also identified that carbonation increased the overall liking of the blueberry and apple juices (p < 0.05). In the emotional response trial, the participants did not separate the samples based on carbonation, but rather separated the blueberry juices from the cherry and apple juices. The penalty lift analysis identified that when positive emotions were selected, the participants' purchase intent increased. Lastly, the consumers identified they like mouthfeel and flavour-enhancing qualities of carbonated beverages and associated them with special events. However, the participants disliked beverages that are too carbonated or flat and associated carbonated beverages with negative physical sensations and health perceptions. Overall, the flavour was more important than if the beverage was carbonated or not and purchase intent scores increased when positive emotions were perceived. Future research should investigate how emotions affect purchase intent, how participant's familiarity affects the emotions they select and evaluate how carbonation affects other beverages.

Chemical, Microbiological and Sensory Stability of Steam Extracted Jaboticaba (Myrciaria jaboticaba) Juice

Jaboticaba (Myrciaria jaboticaba) is a Brazilian berry rich in phenolic compounds, much appreciated for its sweet and slightly acid taste, and highly perishable. Thus, we aimed at producing jaboticaba juice by steam extraction and at investigating its microbiological, sensorial and chemical qualities during storage for up to 168 days. Juice was microbiologically safe and even though unsweetened juice was well accepted, sucrose addition further improved flavor (21%), overall impression (11%) and purchase intent (21%) scores. Cyanidin-3-O-glucoside (C3G) was the major phenolic (40%), followed by gallic (28%) and ellagic acids (21%). Total phenolics contents decreased from 27% (50 °C) to 50% (25 °C), mainly driven by C3G degradation. At 60 °C, total phenolics contents did not change after 42 days since C3G degradation was counterbalanced by gallic acid formation (129%), which followed zero-order reaction kinetics. Anthocyanins degradation followed first-order reaction kinetics (C3G half-life at 25 °C = 21.7 days) and was associated with color changes during storage. In conclusion, steam extraction followed by hot-filling technique ensured a juice with at least six months of shelf life.

Influence of premilling thermal treatments of yellow peas, navy beans, and fava beans on the flavor and end‐product quality of tortillas and pitas

AbstractBackground and ObjectivesThermally pretreating pulses prior to milling has been successful in improving sensory properties of foods formulated with them. This research investigated the effect of pretreating yellow peas, navy beans, and fava beans using roasting and micronization and examined flour quality, end‐product quality, and sensory properties when the flours were used in tortilla and pita bread.FindingsTortillas and pitas made from flours of roasted pulses were generally darker in color. Micronizing was more successful at reducing bitter flavors in tortillas and bitter and beany flavors in pitas and had a greater impact on purchase intent scores.ConclusionsMinimal effects on flour and end‐product quality were observed. Beany and bitter flavors in tortillas and pitas decreased when yellow peas and navy beans were thermally pretreated prior to milling. Flours milled from micronized navy beans and yellow peas resulted in higher purchase intent scores for tortillas and pitas, respectively.Significance and NoveltyThermal pretreatments had minimal effects on pulse flour quality and improved some sensory properties of the resulting tortillas and pitas. Identifying thermal pretreatments that can improve the sensory properties provides a greater opportunity for the use of pulse flours.

Optimization of Ingredients for Biscuits Enriched with Rapeseed Press Cake—Changes in Their Antioxidant and Sensory Properties

The optimum formulation for wheat flour (WF)-based biscuits containing the rapeseed press cake (RPC)—the primary by-product of rapeseed oil production rich in phenolic compounds and different types of fats (rapeseed oil, margarine and coconut oil)—was estimated using the central composite design (CCD) with two factors and response surface methodology (RSM). Effects of partial substitution of WF for RPC (0–40 g) in a total flour blend (100 g) and fats with various amounts of saturated fatty acids (SAFA = 2.3–24.9 g) on antioxidant capacity (AC) and sensory characteristics (color, odor, texture, flavor, overall acceptability, and purchase intent scores) of the novel biscuits were investigated. Conventional solid (liquid)–liquid extraction and ultrasound-assisted extraction (UAE) were applied to extract total antioxidants from main ingredients used for the preparation of doughs as well as the baked biscuits. The AC of biscuits and their components were determined by 2,2-diphenyl-1-picrylhydrazyl (DPPH) assay. The DPPH results were the highest for the RPC flour (DPPH = 15,358–15,630 μmol Trolox (TE)/100 g) and biscuits containing rapeseed oil and 40 g of RPC flour (DPPH = 7395–10,088 μmol TE/100 g). However, these biscuits had lower sensory scores for each attribute and the lowest purchase intent scores. The quadratic response surfaces were drawn from the mathematical models in order to ensure the good quality of the proposed biscuits with RPC. The DPPH results obtained and the mean sensory scores correlate with the predicted values (R2 = 0.7751–0.9969). The addition of RPC with high antioxidant potential to biscuits and the replacement of margarine or coconut oil by rapeseed oil interfered with their acceptability.

Microencapsulated Spirulina maxima biomass as an ingredient for the production of nutritionally enriched and sensorially well-accepted vegan biscuits

The aim of this study was to develop nutritionally enriched and sensorially well-accepted biscuits by incorporating spray-dried microencapsulated S. maxima biomass. Spirulina biomass presented high iron (49.8 mg/100 g) and protein contents (80.0%) with high biological value (chemical score > 99%). Spirulina biomass lipids presented high unsaturated/saturated fatty acids ratio (0.7) and a high content of polyunsaturated fatty acids (32.7%), with an emphasis on γ-linolenic acid (13.8%). No more than 10% of non-microencapsulated Spirulina biomass could be added to biscuits without sensorial loss. Upon spray-drying microencapsulation with octenyl succinic anhydride modified starch, addition of 20% of Spirulina biomass did not change biscuits sensory acceptance and purchase intent scores, with the exception of a 7% decrease in the appearance, probably because off-flavors were masked. The acceptance index for these biscuits was 79.2%, suggesting market potential. This technological approach led to the production of biscuits with 40% more proteins and that could have a claim as a nutritional source of iron (one portion equals to 16% and 35% of the RDA for premenopausal women and men, respectively). Considering its wide use and low cost, spray-drying encapsulation emerges as a successful strategy to employ microalgae for nutritional enrichment by the food industry.

The Role of Category Labeling in Categorization and Evaluation of New Products

Purpose – The purpose of this study is to analyze how consumers react to new products that do not fit into any existing product categories in their minds and how the category label provided for the new product helps them understand and categorize it. It intends to discover how consumers' attitudes, purchase intentions, and expected benefits from a new product are shaped when they can categorize the product versus when they cannot. The drink is chosen as the new product subject to the study. Although the imaginary cider brand in the study contains three percent alcohol, it is labeled either as a soft drink or an alcoholic drink. Another aim of the study is to test whether consumers' categorization decisions are affected by the labels and cues provided in the advertisements although more suitable categorizations are possible. Design/methodology/approach – (2 x 2) ANOVA is run on 350 participants. Category label is manipulated with a 2 (soft drink schema ad with no label indicated- alcoholic drink schema ad with no label indicated) x 2 (soft drink schema ad with soft drink label indicated- alcoholic drink schema ad with alcoholic drink label indicated) between-groups design. Findings – When faced with a new product, consumers categorize the product in the direction of the label provided in the advertisement and away from other more likely categorizations. Although the cider brand contains three percent alcohol, when it is labeled as a soft drink, it is categorized as a soft drink. Consumers who are uncertain about cider's product category showed lower attitude towards the product and purchase intention scores than consumers who are more confident about their category decisions. Discussion – When a new product is introduced into the market, the product's marketing communications should clearly define the product, its product category, its benefits, and usage situations. The label and cues given in the advertisements will help consumers to place the product into a category indicated by advertisements. Providing a label also helps consumers to have a positive attitude towards the product and increases its chance of trial.

Health beliefs towards kefir correlate with emotion and attitude: A study using an emoji scale in Brazil.

Emojis can be used to explore food-evoked emotions in order to provide information that can support the product development and marketing decisions. This study aimed to evaluate consumers' acceptance, purchase intent and emotional responses to milk beverages, with and without kefir added, before and after these consumers were informed about the products' composition (0%, 15%, 30% and 50% m/v) and health claims toward kefir (blind and informed tests, respectively). Emotional responses were assessed by emoji use within a RATA questionnaire in order quantify the perceived significance of the emojis chosen. In the informed test, the consumers' perception of the sensory attributes of the milk beverages, such as their perception of an acid taste in added kefir beverages was shown to have changed. Overall, participants attributed significantly higher acceptance and purchase intent scores to added kefir beverages after they had been informed on its health benefits. In addition, expressions of positive emotion increased when participants were exposed to stimuli related to health benefits of kefir (15%, 30% and 50% m/v), while negative expressions of emotion decreased. The provided information of kefir modified valence and arousal in subjects, and it can be said that to 30% of kefir can be added to yogurt without compromising its sensory acceptability. Thus, health benefits alone cannot improve product acceptance, since participants found a 50% addition of kefir to be unpleasant when tasted during a blind test. Mixed beverages may present a probiotic beverage alternative for consumers who dislike kefir milk, but want to include it in their diets. The implications of liking and purchase intent and how they are linked to emotions are discussed in this paper as well.