EFFECT OF HEALTH CONCERN AND CONSUMPTION PATTERNS ON MEASURES OF SWEETNESS BY HEDONIC AND JUST-ABOUT-RIGHT SCALES

Authors


1Author to whom correspondence should be addressed. Faculty of Business and Consumer Studies, Department of Food and Consumer Studies, Queen Margaret University College, Edinburgh, Scotland, UK. TEL: 0131 317 3460; EMAIL: MiguelAngel.Gonzalez@uclm.es

ABSTRACT

An established disparity between hedonic scales and just-about-right (JAR) measures, important for product development procedures, was examined for sweetness in lemonade by consumer groups divided on the basis of health concern level and consumption patterns related to sweet foods, regular and diet drinks and ‘healthy eating’. The disparity was demonstrated by all subgroups in that the JAR scale identified a lower sucrose concentration as nearest ‘just right’compared to that identified as ‘most liked’by the hedonic scale. Regression analysis predicted lower optimum sweetness for the JAR than the hedonic scale. For subjects who completed both tests the disparity was significantly different from zero. Trends of differences in response on both scales and for the disparity according to health concern and consumption patterns were demonstrated graphically. Few of these effects were statistically significant, but the differences in disparity level could justify market segmentation of drink products with different sucrose levels.

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