The influence of recent tasting experience on expected liking for foods

Research output: Contribution to journalArticlepeer-review

Colleges, School and Institutes

Abstract

Expected liking is an important determinant of food choice and there is some suggestion that liking expectations are stable over time. Here we examine the impact that a recent 'disappointing' hedonic experience has on expected liking. In Study 1, we examine if a disappointing experience results in changes to expected liking one day after tasting and one week after tasting. In Study 2, we examine whether past frequency of eating a food determines whether a disappointing hedonic experience results in changes to expected liking. In Study 1, expected liking for a food was reduced 1. day after a disappointing experience, but not 1. week afterwards. In Study 2, past frequency of eating moderated whether expected liking for a food was reduced 1. week after a disappointing experience: expected liking of a infrequently eaten food was reduced, but not expected liking of a frequently eaten food. Liking expectations can be influenced by disconfirmatory hedonic experiences with a food product, but these effects are dependent upon the recency of the experience and the past frequency with which the food is eaten.

Details

Original languageEnglish
Pages (from-to)101-106
Number of pages6
JournalFood Quality and Preference
Volume27
Issue number1
Early online date9 Jul 2012
Publication statusPublished - 1 Jan 2013

Keywords

  • Expected liking, Food consumption, Memory, Taste

ASJC Scopus subject areas