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Publication
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| Title of Article |
The Impact of Food Neophobia on Consumer Expectations and Perceptions for The Visual Appearance of Rice |
| Date of Acceptance |
7 January 2022 |
| Journal |
| Title of Journal |
International Journal of Innovations in Engineering and Technology |
| Standard |
OTHER (Google Scholar, ResearchID, ICI, NISCIR) |
| Institute of Journal |
SN Publishers |
| ISBN/ISSN |
ISSN: 2319-1058 |
| Volume |
21 |
| Issue |
2 |
| Month |
January |
| Year of Publication |
2022 |
| Page |
7-14 |
| Abstract |
This research was aimed to investigate how individual’s food neophobia level affected consumer expectations
and perceptions of the sizes and shapes of rice. Neophilic (n=32) and neophobic (n=28) consumers based on food
neophobia scale, were recruited. This group of consumer responded to rate the visual hedonics, feeling, context of uses
and purchase intention of eight whole grain rice samples which had different sizes and shapes (N=8; thin/short, thin/long,
medium long (Control), rounded/long, rounded medium long I and II, long and rounded/short grains). The results
showed that both of medium long and long grains had highest mean score for all attributes. Then these whole grain rice
samples were cooked and rated again. The results showed that cooked thin/short rice had highest mean score for all
attributes. Comparison of purchase intention of both of medium long and thin/short rice before and after cooking for
neophilic and neophobia group showed the opposite results, before cooking, most of consumer panels intended to
purchase medium long grain more than thin/short grain but after cooking they intended to purchase cooked thin/short
rice more than cooked medium long rice. This information may be benefit for rice cultivar development, food label and
advertisement. |
| Keyword |
Expectation, Perception, Visual Appearance, Food Neophobia Scale |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ตีพิมพ์แล้ว |
| Level of Publication |
นานาชาติ |
| citation |
true |
| Part of thesis |
true |
| Attach file |
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| Citation |
0
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Journal Publication
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