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
AuthorsVan Doorn, George, Ferguson, Rose, Watson, Shaun, Timora, Justin, Berends, Dylan and Moore, Chris
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.

Keywordsbeer; taste; flavour; expectations; perception; morality
Year2021
JournalBeverages
Journal citation7 (2), p. Article 42
PublisherMultidisciplinary Digital Publishing Institute (MDPI AG)
ISSN2306-5710
Digital Object Identifier (DOI)https://doi.org/10.3390/beverages7020042
Scopus EID2-s2.0-85208016724
Open accessPublished as ‘gold’ (paid) open access
Page range1-13
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online18 Jun 2021
Publication process dates
Accepted16 Jun 2021
Deposited08 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/).

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