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Variations in U.S. Consumers’ Acceptability of Korean Rice Cake, Seolgitteok , with respect to Sensory Attributes and Nonsensory Factors
Author(s) -
Cho Sungeun,
Yoon Suk Hoo,
Min Jieun,
Lee Suji,
Tokar Tonya,
Lee SunOk,
Seo HanSeok
Publication year - 2016
Publication title -
journal of food science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.772
H-Index - 150
eISSN - 1750-3841
pISSN - 0022-1147
DOI - 10.1111/1750-3841.13153
Subject(s) - chewiness , sweetness , food science , sensation seeking , psychology , sensory system , gluten , affect (linguistics) , flavor , personality , social psychology , communication , cognitive psychology , biology
Because the Korean rice cake, Seolgitteok , is mainly prepared with rice flour containing no gluten‐protein associated with celiac disease, it can be considered for inclusion in a gluten‐free diet. However, Western consumers may be unlikely to enjoy the plain flavor and chewy texture of Seolgitteok . This study aimed to determine both sensory and nonsensory factors that might affect U.S. consumers’ acceptability of Seolgitteok . A total of 119 U.S. consumers rated 5 Seolgitteok samples, differentiated by descriptive sensory analysis, with respect to hedonic impression and just‐about‐right aspects of sensory attributes. Nonsensory factors such as demographic profile, innovativeness, social representation, sensation‐seeking, and personality traits were also assessed. Addition levels of brown rice flour (0% to 100%) and sugar (5% to 20%) not only enriched flavor, but also lessened chewiness of Seolgitteok , thereby increasing an overall hedonic impression. Moreover, consumer acceptability of Seolgitteok varied with respect to nonsensory factors. Seolgitteok was more appreciated by males, sensation seekers, and individuals constrained by social desirability than by other groups. In conclusion, these findings demonstrate that U.S. consumers’ acceptability of Seolgitteok varies not only by sensory attributes such as rice flavor, sweetness, and chewiness, but also by nonsensory factors such as gender, sensation‐seeking characteristics, and personality traits.