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Chemical Senses Advance Access published online on December 16, 2008
Chemical Senses, doi:10.1093/chemse/bjn075
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© The Author 2008. Published by Oxford University Press. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org

Influences of Food-Name Labels on Perceived Tastes

Masako Okamoto, Yuji Wada, Yui Yamaguchi, Atsushi Kimura, Haruka Dan, Tomohiro Masuda, Archana K. Singh, Lester Clowney and Ippeita Dan

Sensory and Cognitive Food Science Laboratory, National Food Research Institute, 2-1-12 Kannondai, Tsukuba 305-8642, Japan

Correspondence to be sent to: Ippeita Dan and Masako Okamoto, Sensory and Cognitive Food Science Laboratory, National Food Research Institute, 2-1-12 Kannondai, Tsukuba 305-8642, Japan. e-mail: dan{at}affrc.go.jp (I.D.), masakoo{at}affrc.go.jp (M.O.)


  Abstract

We examined whether food identity information presented as name labels would influence perception of basic tastes. To test this hypothesis, we used 10 aqueous taste solutions consisting of 2–3 of the 5 basic tastes in different ratios and presented them with one of these food names: "lemon," "coffee jelly," "caramel candy," and "consomme soup." Forty-six participants tasted samples presented with either food-name labels or random number labels. We found that participants who tasted samples with food-name labels rated tastes with significantly higher liking and familiarity scores than those presented with random numbers, especially when the names and tastes were perceived as being congruent. Though an effect on perceived intensity was not as prominent, we observed cases in which intensity ratings significantly changed. Effects of identity information have been shown in olfaction and flavors. This study demonstrates the first experimental evidence that identity information given as names also influence the perception of unimodal basic tastes.

Key words: familiarity, hedonicity, identity information, intensity, pleasantness, verbal context

Accepted 17 November 2008


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