Abstract
Contexts are known to affect hedonic and emotional responses to various food products. This study was conducted to investigate the effects of context on consumer acceptance and emotion of a domestic food and an unfamiliar ethnic food. Here, 97 Chinese and 83 Koreans rated hedonic and emotional responses to Korean shallot-seafood pancake (Haemul-pajeon) and Chinese shallot pancake (Cōngyóubĭng), in a sensory or ethnic context. Context did not significantly influence liking, but the Koreans’ liking for Cōngyóubĭng significantly decreased in ethnic context compared to sensory context. Context significantly influenced eliciting positive emotions to domestic foods, whereas the context that increased positive emotions differed by the nationality of the panel. Ethnic food evaluated in ethnic context elicited emotions with negative valence or high arousal, whereas actual tasting significantly reduced these emotions. The results suggest that previous experiences and associations moderate the effect of context on emotions and acceptance.
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Acknowledgements
This work was supported by Korea Institute of Planning and Evaluation for Technology in Food, Agriculture and Forestry (IPET) through High Value-added Food Technology Development Program, funded by Ministry of Agriculture, Food and Rural Affairs (MAFRA) (Grant No. 315068-3).
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Appendices
Appendix 1: F-values and p-values associated with effects of sample, tasting, context and interactions between three factors on emotion RATA test by Chinese consumer
Sample | Tasting | Context | Sample × context | Tasting × context | Sample × tasting | S × T × Cb | ||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | |
Adventurous | 6.027 | 0.016 a | 106.908 | < 0.001 | 3.566 | 0.062 | 0.056 | 0.814 | 0.009 | 0.925 | 4.717 | 0.032 | 0.109 | 0.742 |
Affectionate | 0.109 | 0.742 | 0.565 | 0.454 | 0.044 | 0.834 | 3.363 | 0.070 | 1.237 | 0.269 | 9.590 | 0.003 | 0.008 | 0.928 |
Appealing | 11.261 | 0.001 | 1.475 | 0.227 | 3.062 | 0.083 | 7.497 | 0.007 | 0.309 | 0.580 | 1.475 | 0.227 | 7.724 | 0.007 |
Comforted | 9.215 | 0.003 | 2.211 | 0.140 | 0.864 | 0.355 | 0.061 | 0.805 | 0.649 | 0.423 | 2.399 | 0.125 | 0.983 | 0.324 |
Curious | 49.661 | < 0.001 | 135.015 | < 0.001 | 1.809 | 0.182 | 0.289 | 0.592 | 0.350 | 0.555 | 10.073 | 0.002 | 0.000 | 1.000 |
Different | 30.852 | < 0.001 | 1.364 | 0.246 | 2.279 | 0.134 | 1.500 | 0.224 | 1.364 | 0.246 | 5.590 | 0.020 | 0.884 | 0.350 |
Easy | 7.733 | 0.007 | 0.402 | 0.527 | 0.688 | 0.409 | 0.193 | 0.662 | 0.402 | 0.527 | 5.258 | 0.024 | 2.002 | 0.160 |
Friendly | 123.251 | < 0.001 | 0.000 | 1.000 | 13.826 | < 0.001 | 0.011 | 0.916 | 0.138 | 0.711 | 2.212 | 0.140 | 0.341 | 0.560 |
Glad | 8.777 | 0.004 | 0.528 | 0.469 | 2.450 | 0.121 | 7.502 | 0.007 | 0.378 | 0.540 | 0.612 | 0.436 | 7.199 | 0.009 |
Good | 0.011 | 0.916 | 29.183 | < 0.001 | 0.550 | 0.460 | 3.055 | 0.084 | 0.137 | 0.712 | 5.186 | 0.025 | 0.045 | 0.833 |
Happy | 15.053 | < 0.001 | 12.827 | 0.001 | 5.941 | 0.017 | 5.701 | 0.019 | 0.633 | 0.428 | 26.249 | < 0.001 | 0.121 | 0.728 |
Homey | 44.712 | < 0.001 | 0.324 | 0.571 | 8.926 | 0.004 | 0.650 | 0.422 | 1.295 | 0.258 | 0.324 | 0.571 | 1.295 | 0.258 |
Interested | 4.121 | 0.045 | 27.857 | < 0.001 | 1.030 | 0.313 | 0.237 | 0.627 | 0.059 | 0.808 | 11.356 | 0.001 | 0.015 | 0.903 |
Nostalgic | 285.001 | < 0.001 | 0.045 | 0.833 | 14.030 | < 0.001 | 8.728 | 0.004 | 2.850 | 0.095 | 0.003 | 0.958 | 2.675 | 0.105 |
Satisfied | 1.707 | 0.194 | 29.441 | < 0.001 | 0.000 | 0.982 | 8.162 | 0.005 | 1.083 | 0.301 | 0.358 | 0.551 | 1.484 | 0.226 |
Secure | 30.297 | < 0.001 | 0.135 | 0.714 | 4.246 | 0.042 | 0.230 | 0.632 | 2.965 | 0.088 | 0.007 | 0.933 | 1.613 | 0.207 |
Strange | 29.435 | < 0.001 | 8.097 | 0.005 | 0.071 | 0.791 | 0.071 | 0.791 | 0.416 | 0.520 | 10.895 | 0.001 | 0.761 | 0.385 |
Tempting | 0.373 | 0.543 | 2.765 | 0.100 | 1.340 | 0.250 | 3.998 | 0.048 | 1.872 | 0.174 | 6.273 | 0.014 | 1.244 | 0.267 |
Trust | 8.056 | 0.006 | 2.397 | 0.125 | 5.393 | 0.022 | 1.203 | 0.276 | 2.201 | 0.141 | 0.504 | 0.480 | 0.266 | 0.607 |
Unique | 38.023 | < 0.001 | 2.351 | 0.128 | 3.458 | 0.066 | 0.384 | 0.537 | 2.769 | 0.099 | 0.308 | 0.580 | 1.159 | 0.284 |
Warm | 25.089 | < 0.001 | 5.091 | 0.026 | 7.828 | 0.006 | 0.130 | 0.719 | 3.423 | 0.067 | 0.521 | 0.472 | 0.588 | 0.445 |
Worried | 17.118 | < 0.001 | 2.155 | 0.145 | 2.155 | 0.145 | 2.155 | 0.145 | 1.237 | 0.269 | 0.239 | 0.626 | 5.560 | 0.020 |
Appendix 2: F-values and p-values associated with effects of sample, tasting, context and interactions between three factors on emotion RATA test by Korean consumer
Sample | Tasting | Context | Sample × context | Tasting × context | Sample × tasting | S × T × Cb | ||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | F-value | p-value | |
Adventurous | 106.892 | < 0.0011) | 57.986 | < 0.001 | 0.245 | 0.622 | 11.594 | 0.001 | 3.223 | 0.076 | 10.364 | 0.002 | 0.552 | 0.460 |
Affectionate | 99.140 | < 0.001 | 0.366 | 0.547 | 9.832 | 0.002 | 1.092 | 0.299 | 0.148 | 0.701 | 29.659 | < 0.001 | 1.891 | 0.173 |
Appealing | 43.961 | < 0.001 | 0.221 | 0.640 | 17.011 | < 0.001 | 8.548 | 0.004 | 2.137 | 0.148 | 71.531 | < 0.001 | 1.704 | 0.195 |
Comforted | 12.954 | 0.001 | 0.060 | 0.807 | 0.167 | 0.684 | 19.511 | < 0.001 | 2.415 | 0.124 | 16.727 | < 0.001 | 6.022 | 0.016 |
Curious | 120.585 | < 0.001 | 80.059 | < 0.001 | 0.273 | 0.602 | 23.255 | < 0.001 | 1.350 | 0.249 | 21.605 | < 0.001 | 3.457 | 0.067 |
Different | 167.797 | < 0.001 | 27.118 | < 0.001 | 2.441 | 0.122 | 32.071 | < 0.001 | 2.051 | 0.156 | 19.021 | < 0.001 | 11.021 | 0.001 |
Easy | 4.249 | 0.042 | 30.303 | < 0.001 | 0.029 | 0.866 | 33.592 | < 0.001 | 0.212 | 0.646 | 26.182 | < 0.001 | 4.249 | 0.042 |
Friendly | 93.300 | < 0.001 | 21.666 | < 0.001 | 0.887 | 0.349 | 78.358 | < 0.001 | 2.694 | 0.105 | 70.922 | < 0.001 | 10.952 | 0.001 |
Glad | 170.051 | < 0.001 | 1.449 | 0.232 | 1.006 | 0.319 | 19.480 | < 0.001 | 0.040 | 0.841 | 33.849 | < 0.001 | 1.145 | 0.288 |
Good | 72.790 | < 0.001 | 3.320 | 0.072 | 28.011 | < 0.001 | 3.320 | 0.072 | 4.705 | 0.033 | 100.713 | < 0.001 | 2.350 | 0.129 |
Happy | 58.092 | < 0.001 | 0.489 | 0.486 | 16.107 | < 0.001 | 1.856 | 0.177 | 0.066 | 0.797 | 32.571 | < 0.001 | 2.507 | 0.117 |
Homey | 84.804 | < 0.001 | 0.346 | 0.558 | 2.370 | 0.128 | 47.799 | < 0.001 | 9.653 | 0.003 | 22.377 | < 0.001 | 21.850 | < 0.001 |
Interested | 17.000 | < 0.001 | 35.703 | < 0.001 | 8.599 | 0.004 | 5.360 | 0.023 | 0.109 | 0.742 | 4.387 | 0.039 | 8.343 | 0.005 |
Nostalgic | 145.043 | < 0.001 | 2.366 | 0.128 | 27.985 | < 0.001 | 66.284 | < 0.001 | 13.244 | < 0.001 | 16.724 | < 0.001 | 16.724 | < 0.001 |
Satisfied | 29.870 | < 0.001 | 62.802 | < 0.001 | 21.076 | < 0.001 | 1.721 | 0.193 | 4.543 | 0.036 | 83.305 | < 0.001 | 5.021 | 0.028 |
Secure | 34.910 | < 0.001 | 1.700 | 0.196 | 6.095 | 0.016 | 32.337 | < 0.001 | 1.293 | 0.259 | 11.266 | 0.001 | 5.048 | 0.027 |
Strange | 166.872 | < 0.001 | 80.175 | < 0.001 | 34.101 | < 0.001 | 46.657 | < 0.001 | 10.833 | 0.001 | 101.739 | < 0.001 | 19.571 | < 0.001 |
Tempting | 32.584 | < 0.001 | 0.520 | 0.473 | 33.971 | < 0.001 | 2.441 | 0.122 | 1.592 | 0.211 | 44.484 | < 0.001 | 0.708 | 0.403 |
Trust | 114.107 | < 0.001 | 1.063 | 0.306 | 4.084 | 0.047 | 58.218 | < 0.001 | 14.712 | < 0.001 | 29.191 | < 0.001 | 9.065 | 0.003 |
Unique | 71.456 | < 0.001 | 15.048 | < 0.001 | 4.841 | 0.031 | 15.048 | < 0.001 | 3.017 | 0.086 | 9.064 | 0.003 | 2.444 | 0.122 |
Warm | 26.821 | < 0.001 | 53.127 | < 0.001 | 0.691 | 0.408 | 31.657 | < 0.001 | 1.803 | 0.183 | 40.066 | < 0.001 | 7.914 | 0.006 |
Worried | 18.212 | < 0.001 | 37.595 | < 0.001 | 12.129 | 0.001 | 32.937 | < 0.001 | 2.312 | 0.132 | 34.073 | < 0.001 | 4.872 | 0.030 |
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Kim, SH., Hong, JH. The effects of contexts on consumer emotions and acceptance of a domestic food and an unfamiliar ethnic food: a cross-cultural comparison between Chinese and Korean consumers. Food Sci Biotechnol 29, 1705–1718 (2020). https://doi.org/10.1007/s10068-020-00827-2
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DOI: https://doi.org/10.1007/s10068-020-00827-2