A preliminary investigation of the effect of ethical labeling and moral self-image on the expected and perceived flavor and aroma of beer
Journal article
Van Doorn, George, Ferguson, Rose, Watson, Shaun, Timora, Justin, Berends, Dylan and Moore, Chris. (2021). A preliminary investigation of the effect of ethical labeling and moral self-image on the expected and perceived flavor and aroma of beer. Beverages. 7(2), p. Article 42. https://doi.org/10.3390/beverages7020042
Authors | Van Doorn, George, Ferguson, Rose, Watson, Shaun, Timora, Justin, Berends, Dylan and Moore, Chris |
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Abstract | Ethical labelling has been shown to influence taste/flavour perception. Across two experiments, the present study examined how ethical labelling and moral self-image influenced both the expected (Experiment One) and perceived (Experiment Two) taste/flavour characteristics of beer. In Experiment One, 170 participants read either a ‘moral’ or ‘control’ label describing a brewery, after which they were presented with an image of a beer. Participants then completed a Beer Taste Perception Questionnaire and the Moral Self-Image Scale. In Experiment Two, 59 participants were exposed to either the moral or control label before tasting a beer and completing the same questionnaires from Experiment One. The results of Experiment One indicated that label type moderated the relationship between moral self-image and the intensity ratings of the beer. Specifically, in the presence of a control label, the expected intensity of the beer’s flavour increased as moral self-image increased. Experiment Two found no evidence that the moral label influenced the perceived taste of the beer. However, the results showed that as moral self-image became more positive the perceived refreshingness of the beer increased. This study provides novel evidence of the potential relationship between an individual’s moral self-image and the expected and perceived taste/flavour characteristics of beer. |
Keywords | beer; taste; flavour; expectations; perception; morality |
Year | 2021 |
Journal | Beverages |
Journal citation | 7 (2), p. Article 42 |
Publisher | Multidisciplinary Digital Publishing Institute (MDPI AG) |
ISSN | 2306-5710 |
Digital Object Identifier (DOI) | https://doi.org/10.3390/beverages7020042 |
Scopus EID | 2-s2.0-85208016724 |
Open access | Published as ‘gold’ (paid) open access |
Page range | 1-13 |
Publisher's version | License File Access Level Open |
Output status | Published |
Publication dates | |
Online | 18 Jun 2021 |
Publication process dates | |
Accepted | 16 Jun 2021 |
Deposited | 08 May 2025 |
Additional information | © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
https://acuresearchbank.acu.edu.au/item/91vx4/a-preliminary-investigation-of-the-effect-of-ethical-labeling-and-moral-self-image-on-the-expected-and-perceived-flavor-and-aroma-of-beer
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Publisher's version
OA_Van_Doorn_2021_A_preliminary_investigation_of_the_effect.pdf | |
License: CC BY 4.0 | |
File access level: Open |
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