An emotional approach to beef evaluation

Area of Science:

• Food Science
• Consumer Psychology
• Sensory Analysis

Background:

• Consumer perception of beef is complex, influenced by various factors beyond sensory attributes.
• Information about production systems, such as breeding, can shape consumer emotions and preferences for meat products.

Purpose of the Study:

• To investigate the impact of different breeding system labels on consumer emotions and liking of Italian Simmental beef.
• To determine the relationship between evoked emotions and consumer liking scores.

Main Methods:

• 93 meat consumers evaluated identical Italian Simmental beef samples under two labeling conditions: 'Conventional' (C) and 'Only from the Italian Simmental' (OIS).
• Liking was assessed using a 9-point scale, and emotions were measured using the EsSense25 list on a 5-point scale.

Main Results:

• The OIS label significantly increased liking scores for the beef compared to the C label.
• Breeding system information affected 22 out of 25 measured emotions, with the OIS label eliciting more positive and fewer negative feelings.
• Differences in evoked emotions were directly associated with variations in consumer liking.

Conclusions:

• Information regarding the beef's breeding system plays a crucial role in shaping consumer emotional responses and overall product liking.
• Marketing and labeling strategies highlighting specific breeding origins can positively influence consumer perception and preference for beef.