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How Soy Labeling Influences Preference And Taste

  • Wansink, Brian
  • Park, Sea Bum
  • Sonka, Steven T.
  • Morganosky, Michelle A.
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    Using a “Phantom Ingredient” taste test, this article demonstrates how the use of soy labels and health claims on a package negatively biased taste perceptions and attitudes toward a food erroneously thought to contain soy. Consumers who ate products which mentioned soy on the package described the taste more grainy, less flavorful, and as having a strong aftertaste compared to those who ate the product but saw no soy label. Yet, while putting “soy” on a package negatively influenced taste-conscious consumers, when combined with a health claim, it improved attitudes among consumers who are health-conscious, natural food lovers, or dieters. Our results and discussion provide better direction for researchers who work with ingredient labeling as well as for marketers who work with soybean products.

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    File URL: http://purl.umn.edu/34571
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    Article provided by International Food and Agribusiness Management Association (IAMA) in its journal International Food and Agribusiness Management Review.

    Volume (Year): 03 (2000)
    Issue (Month): 01 ()
    Pages:

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    Handle: RePEc:ags:ifaamr:34571
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    1. Julie A. Caswell & Eliza M. Mojduszka, 1996. "Using Informational Labeling to Influence the Market for Quality in Food Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(5), pages 1248-1253.
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    4. Moorman, Christine, 1990. " The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 362-74, December.
    5. Jacoby, Jacob & Chestnut, Robert W & Silberman, William, 1977. " Consumer Use and Comprehension of Nutrition Information," Journal of Consumer Research, University of Chicago Press, vol. 4(2), pages 119-28, Se.
    6. Crosby, Lawrence A & Taylor, James R, 1981. " Effects of Consumer Information and Education on Cognition and Choice," Journal of Consumer Research, University of Chicago Press, vol. 8(1), pages 43-56, June.
    7. Moorman, Christine & Matulich, Erika, 1993. " A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 208-28, September.
    8. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
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