Addition of a visual cue to rice increases perceived flavour intensity but not liking

Rice is a common staple for about 50% of the world population. Sodium based ingredients such as table salt (NaCl) and mono-sodium glutamate (MSG) are often added to rice to increase flavour intensity and subsequent liking. Due to negative health consequences of excessive NaCl consumption and negative consumer perception of MSG, alternative strategies to increase perceived flavour intensity of rice are needed. As such, the present research aimed to investigate the effect of a visual product cue on perceived flavour intensity and liking of rice. In a within-subject, randomised design, 151 participants tasted six different rice samples (i.e., with and without a visual cue, at 0%, 0.05% and 0.1% MSG concentrations). Next, they rated perceived flavour intensity (rank-order and general labelled magnitude scale measures), liking (9-point hedonic scale) and preference (rank-order), over two sessions separated by one week. Across all MSG concentrations, the presence of the visual cue significantly increased reported perceived flavour intensity. No effect of the visual cue on liking nor preference were found. In conclusion, a visual product cue increased perceived flavour intensity of rice, but not liking or preference.