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- Title
A Preliminary Investigation of the Effect of Ethical Labeling and Moral Self-Image on the Expected and Perceived Flavor and Aroma of Beer.
- Authors
Van Doorn, George; Ferguson, Rose; Watson, Shaun; Timora, Justin; Berends, Dylan; Moore, Chris
- Abstract
Ethical labelling has been shown to influence taste/flavour perception. Across two experiments, the present study examined how ethical labelling and moral self-image influenced both the expected (Experiment One) and perceived (Experiment Two) taste/flavour characteristics of beer. In Experiment One, 170 participants read either a 'moral' or 'control' label describing a brewery, after which they were presented with an image of a beer. Participants then completed a Beer Taste Perception Questionnaire and the Moral Self-Image Scale. In Experiment Two, 59 participants were exposed to either the moral or control label before tasting a beer and completing the same questionnaires from Experiment One. The results of Experiment One indicated that label type moderated the relationship between moral self-image and the intensity ratings of the beer. Specifically, in the presence of a control label, the expected intensity of the beer's flavour increased as moral self-image increased. Experiment Two found no evidence that the moral label influenced the perceived taste of the beer. However, the results showed that as moral self-image became more positive the perceived refreshingness of the beer increased. This study provides novel evidence of the potential relationship between an individual's moral self-image and the expected and perceived taste/flavour characteristics of beer.
- Subjects
BEER flavor &; odor; WINE labels; TASTE perception; ETHICS; QUESTIONNAIRES
- Publication
Beverages, 2021, Vol 7, Issue 2, p1
- ISSN
2306-5710
- Publication type
Article
- DOI
10.3390/beverages7020042