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Flesh colour dominates consumer preference for chicken.
Orla B Kennedy1, Barbara J Stewart-Knox, Peter C Mitchell
1Northern Ireland Centre for Diet and Health (NICHE), University of Ulster, Coleraine BT52 1SA, UK.
Appetite
|April 6, 2005
Summary
Consumer perception of chicken quality is heavily influenced by color. Disguising the yellow hue of corn-fed chicken improved its perceived tenderness and flavor compared to wheat-fed chicken.
Area of Science:
- Food Science
- Sensory Science
- Consumer Behavior
Background:
- Previous studies on sensory cue interactions often used artificial food models.
- Consumer choice in real food systems requires further investigation into sensory modality interactions.
Purpose of the Study:
- To investigate the impact of chicken feed (corn vs. wheat) on consumer quality assessments.
- To determine the influence of visual cues, specifically chicken flesh color, on consumer perception.
Main Methods:
- Comparative sensory assessment of corn-fed and wheat-fed chicken under normal and controlled lighting.
- Qualitative focus group discussions to understand consumer perceptions.
- Evaluation of flavor, texture, and overall liking.
Main Results:
- Wheat-fed chicken was initially perceived as more tender and flavorful.
- Consumers negatively perceived the yellow color of corn-fed chicken.
- When flesh color was disguised, corn-fed chicken received higher quality ratings, judged as more tender and flavorful.
Conclusions:
- Visual cues, particularly color, significantly impact consumer judgments of real food quality.
- A combination of sensory assessment and qualitative methods is crucial for understanding sensory interactions.
- Color perception can override actual product attributes in consumer choice.