Monotony in food products: influence of food complexity on consumer liking and choice over time
K. Russell (1)*, C. Delahunty (2), S. R. Jaeger (3)
(1) Nutritional Sciences, University College Cork, Ireland;
(2) Sensory Science Research Centre, University of Otago, NZ;
(3) Department of Marketing, The University of Auckland, NZ
Foods that are complex may be perceived as less monotonous over time than foods that are simple, and the degree of complexity within a product may be a determinant of longer-term satisfaction. The present study examined the influence of complexity in yoghurts on desire to consume, liking, and appropriateness over time. Our research has shown that complex foods are more satiating in the short term, and we hypothesized that they would also be less monotonous, thereby increasing the likelihood of regular repeat consumption
To test this hypothesis, four yoghurts, varying in complexity, were used as samples. Complexity was defined as the addition of stimulating characteristics (flavour only, flavour + texture, flavour + texture + capsaicin). These samples were evaluated in a three-stage, between subjects design, consisting of an initial central location test (CLT), an exposure period, and a final CLT. During the initial test, 100 participants tasted and rated their liking for each sample, and indicated the price they were willing to pay for each. Participants were then assigned to groups of 20, each evaluating one of the four samples at home three times a week for four weeks. During exposure, participants rated their desire to consume and liking of the yoghurt and the appropriateness of the yoghurt in 12 consumption contexts. The final CLT was similar to the first CLT, but also included 20 participants who were not exposed to the samples in the first two tests as a control.
Mean pre- and post- exposure responses, and home use responses were compared among products in multi-way and repeated measures ANOVA.
Product complexity affected product liking over time, with scores for the least complex yoghurt decreasing significantly relative to other yoghurts. However, less complex samples were appropriate in more situations than complex samples.
The results indicate that more complex foods maintain a higher liking over time than simple foods, but may be more limited in appropriateness.
Keywords: Product liking, Complexity, Monotony, Appropriateness