How Soy Labeling Influences Preference and Taste

The International Food and Agribusiness Management Review 3.1 (2000): 85-94

10 Pages Posted: 2 Aug 2014

See all articles by Brian Wansink

Brian Wansink

Retired

Sea Park

University of Illinois at Urbana-Champaign

Steven T. Sonka

University of Illinois at Urbana-Champaign

Michelle Morganosky

University of Illinois at Urbana-Champaign

Date Written: August 23, 2000

Abstract

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.

Suggested Citation

Wansink, Brian and Park, Sea and Sonka, Steven T. and Morganosky, Michelle, How Soy Labeling Influences Preference and Taste (August 23, 2000). The International Food and Agribusiness Management Review 3.1 (2000): 85-94, Available at SSRN: https://ssrn.com/abstract=2474801

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Sea Park

University of Illinois at Urbana-Champaign ( email )

601 E John St
Champaign, IL 61820
United States

Steven T. Sonka

University of Illinois at Urbana-Champaign ( email )

Champaign, IL 61820
United States

Michelle Morganosky

University of Illinois at Urbana-Champaign

601 E John St
Champaign, IL 61820
United States

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